I haven't been in this
charitable sector for long,
it's been about
2 and a half years.
What I've seen is
the charities bringing in
CEOs from the for-profit world
or from the corporate world
to bring in a perspective
into charities to bring perhaps
new ideas,
new thinking, new disciplines
around marketing.
And then on
the marketing side,
we've seen a significant
increase over the past three years
of organizations investing
in marketing.
So I think investment in
paid advertising has gone up
about 600%,
albeit at a low base,
over the past 3 years
according to AC Neilsen.
And getting more
sophisticated around branding,
I think the charitable sector
is recognizing the competition
is quite high.
80,000 charities on average,
it's a lot of different
messages in the marketplace,
and that they need
to stand out because
the donor dollars are decreasing
and even volunteer's time.
There's only so many causes
that you can volunteer for.
And I think they're finding
that in order to be able to
get their fair share,
they have to make sure
that their message
is in the marketplace.