Falls in charitable donations create new challenges for marketing professionals

Recently the charity sector has found itself facing unprecedented challenges influenced by the cost of living crisis. Donations have taken a big hit, making it essential for charities to cut costs while also maintaining high-performing marketing teams to maximize their efficiency. This delicate balance has created a double-edged sword, one that demands strategic decisions in both recruitment and marketing efforts.
In this blog, we explore 3 key areas of expertise that marketing candidates should possess to thrive in this challenging landscape.
Flexible Giving: Adapting to Donor Needs
One of the prominent trends reshaping the charity sector is flexible giving. As the cost-of-living crisis continues to strain people's finances, donors are seeking greater flexibility in their giving options. They want to contribute to causes they care about while being able to adjust their donations based on their changing circumstances. This means that charities must adapt and allow donors to make alterations, ideally with a simple click of a button.
Marketing professionals working in the charity sector must be attuned to this shift. They need to develop strategies that cater to this need for flexibility, offering donors various giving options that allow them to contribute comfortably and adjust their support as necessary. Crafting persuasive and engaging campaigns that highlight the ease and adaptability of donations will be crucial in attracting and retaining donors.
Social Media: Targeting the Right Platforms
The significance of social media in attracting new donors is undeniable. However, the evolving preferences of different generations have made it essential for charities to select the right platforms for their target audiences. Gen Z, for instance, predominantly uses platforms like TikTok and Snapchat. To maximize their impact, charities must consider who their target audiences are and, if appropriate, shift resources away from traditional platforms like Facebook and direct them toward these newer, more youth-centric platforms.
For marketing professionals, this means staying up-to-date with the evolving social media landscape. Being well-versed in the latest trends and platforms, as well as understanding the nuances of each platform's audience, is crucial. Where appropriate, crafting content tailored to the preferences of the younger generation, and developing campaigns that resonate with their values and interests, will be a key strategy for success.
Email Marketing: The Power of Personalised Outreach
Email marketing remains a cornerstone of online fundraising, responsible for a significant portion of revenue. According to Salsa, organizations are six times more likely to get a click-through from an email than from Twitter. Furthermore, three in five marketers claim that email marketing provides the greatest return on investment (ROI), as reported by the platform Emma.
Marketing professionals in the charity sector must harness the potential of email marketing to engage with donors effectively. Personalized and engaging emails that tell a compelling story, provide updates on the impact of donations, and show gratitude to donors can be a powerful tool in retaining and increasing donations. Understanding the art of segmentation and tailoring messages to different donor groups can make all the difference in fundraising success.
Hiring talented marketing professionals to thrive
The hiring and retention of high-performing marketing professionals is crucial if charities are to navigate these turbulent times. Flexible giving, social media, and email marketing have all changed the way charities connect with their donors. For charities to thrive, it's essential to hire marketing professionals who are well-versed in these trends and capable of adapting to evolving donor preferences. These professionals must understand the dynamics of flexible giving, target the right social media platforms, and leverage the power of email marketing. In doing so, charities can continue their vital work while ensuring they remain financially sustainable, even in the face of economic challenges and shifting donor behaviours.
Connect with us for hiring support and further insights into the Charity & Not-for-profit sectors.
If you are looking for your next move, check out our latest opportunities here.
Sign up for more insights

Related jobs
Salary
£75000 - £85000 per annum + Bonus + Benefits
Location
London
Job Type
Permanent
Discipline
B2B
Seniority
Manager
Salary
£80,000 - £99,999
Sector
Financial Services
City
London
Description
Campaign Manager - B2B Property
Reference
RPIT_1742993376
Expiry Date
01/01/0001
Author
Ronak PatelAuthor
Ronak PatelSalary
£60000 - £65000 per annum
Location
London
Job Type
Permanent
Discipline
Media Relations & PR
Work From Home
Work From Home
Seniority
Executive
Salary
£60,000 - £79,000
Sector
Agency
City
London
Description
EMR is working with a boutique PR & Communications agency in their search to hire a Senior Account Director.
Reference
SAD0131_1741949808
Expiry Date
01/01/0001
Author
Mark ChildsAuthor
Mark ChildsSalary
£30000 - £35000 per annum + Benefits
Location
Edinburgh
Job Type
Permanent
Discipline
B2B
Seniority
Manager
Salary
£30,000 - £44,999
Country
United Kingdom
Sector
Financial Services
Description
Marketing Executive - B2B Insurance
Reference
RPAI_1741787604
Expiry Date
01/01/0001
Author
Ronak PatelAuthor
Ronak PatelSalary
Up to £28000 per annum
Location
London
Job Type
Permanent
Discipline
Marketing (general)
Seniority
Assistant
Salary
0 - £29,999
Sector
Leisure Travel & Sport
City
London
Description
This is an exciting opportunity to work in a fast-paced, high-end industry, supporting a broad range of marketing initiatives
Reference
PR/132605_1741776711
Expiry Date
01/01/0001
Author
Rebekah CrampAuthor
Rebekah CrampRelated posts

Teaser
Hiring adviceContent Type
ArticlesPublish date
03/20/2025
Summary
Attracting top-tier marketing talent is challenging. The best candidates often have multiple options, allowing them to pick out a company they would feel proud to work for. This is where the power of

Teaser
Hiring adviceContent Type
ArticlesPublish date
03/20/2025
Summary
Hiring a marketing manager is no small task. Marketing plays a pivotal role in any business, and the right hire can send both brand perception and revenue on an upward trajectory. From campaign execu

Teaser
Hiring adviceContent Type
ArticlesPublish date
03/05/2025
Summary
With Employer National Insurance (NI) contributions set to rise in 2025, businesses must rethink their hiring strategies, particularly in marketing, where agility and cost-efficiency are key. Hiring d

Teaser
Hiring adviceContent Type
ArticlesPublish date
02/28/2025
Summary
Does your business need expert marketing leadership but isn’t ready for a full-time hire? A fractional Chief Marketing Officeer (fractional CMO) could be the perfect solution. Offering strategic guid
by
Mal Galuszczynska

Teaser
Industry newsContent Type
ArticlesPublish date
01/30/2025
Summary
In recent years, consumer expectations have shifted significantly, with individuals increasingly seeking brands that embody authenticity, transparency, and social responsibility. This change in consum

Teaser
Industry newsContent Type
ArticlesPublish date
01/24/2025
Summary
AI and automation are no longer optional extras for marketers, they’ve become essential tools in navigating today’s competitive marketplace. As these technologies redefine the standards of efficiency,

Teaser
Career adviceContent Type
ArticlesPublish date
01/03/2025
Summary
As 2025 approaches, organisations are focusing on professionals who combine technical expertise, strategic thinking, and adaptability. For marketers refining their skills or employers aiming to build

Teaser
Hiring adviceContent Type
ArticlesPublish date
01/02/2025
Summary
Hiring in today’s unpredictable job market isn’t without its hurdles. With economic uncertainty, constrained budgets, and shifting business priorities, hiring managers are often forced to make tough c

Teaser
Senior appointmentsContent Type
ArticlesPublish date
12/13/2024
Summary
Hiring a Marketing Director is one of the most critical decisions your business can make. This senior leadership role goes beyond managing marketing strategies. The right Marketing Director will align
.png)
Teaser
Career adviceContent Type
ArticlesPublish date
12/09/2024
Summary
With 2025 fast approaching, senior marketers find themselves in a whirlwind of technological advancements, changes in customer behaviours, and ongoing global disruption. Success is not easy to come by
Recently viewed jobs