-
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.
