How smaller charities can use PR to punch above their weight

The UK’s charity sector is big business, worth around £88 billion, with nearly 170,000 registered charities last year – including 8,500 new applications – employing around a third of the UK’s total workforce. 

However, with unprecedented global challenges in the last few years including the Covid-19 pandemic, wars in Ukraine and Gaza, and the ongoing cost-of-living crisis, it’s an increasingly challenging and complex environment for charities, who must work harder than ever to gain visibility, trust, and sufficient funding.  

A recent report undertaken by Strike explores how charities and purpose-led organisations can use strategic communications to strengthen their presence, build trust, and develop effective engagement with their audiences. 

The challenges charities face 

Limited resources 

Large national and international charities have the advantage of well-staffed communications teams and bigger budgets. In contrast, for small and micro charities just 8% of their income is spent on raising funds, leaving very little for communications. 

This makes it crucial for small charities to be as strategic and targeted as possible. Communications activities must be aligned directly with the charity’s goals, and laser-focused on engaging the most critical audiences. 

Visibility and awareness 

While the UK charity sector continues to grow, not all charities survive – over 4,000 ceased activities in 2023. And many operate in similar spaces – for example, there are more than 800 cancer-related charities in the UK. 

Small charities must clearly differentiate themselves. Charities that invest time in understanding their audience and creating a clear brand identity stand a much better chance of standing out in a crowded landscape. 

Trust and credibility 

While large charities benefit from higher visibility, they face greater scrutiny regarding how donations are used. High-profile scandals in major organisations including Oxfam, Save the Children and Kids Company, have an impact on trust in the sector.  

Conversely, smaller charities tend to be more transparent and accessible, less bureaucratic and the small team members are likely to be the public face of the charity.  

Overall, there is a positive picture to build on however. According to the Charity Commission, overall trust and confidence last year rose slightly to 6.3 out of 10 (from 6.2 in 2022), making charities the second most trusted social institution in its survey – below doctors but above those including the police, banks, local authorities, social services, newspapers, MPs and ministers.  

Navigating complex issues 

Charities must navigate an increasingly politicised world, where messaging can be misinterpreted or lead to backlash. It’s essential to reflect diverse perspectives in communications and find a balance between emotional appeal and factual accuracy. Charities that misjudge this risk alienating their audience or appearing exploitative. 

Digital transformation and the role of AI 

Keeping pace with digital changes, including the evolution of social media and the growing role of AI, is a huge challenge. AI tools also present risks due to misinformation and the lack of regulation.  

 The advice is to use AI platforms with caution. For communicators, they can be a great starting point in creating structure and content, but it’s vital to be mindful that this area is the wild west of technology right now. 

The role of communications in overcoming challenges 

Building brand identity 

A clear and compelling brand narrative helps charities cut through the noise. Smaller charities often have an advantage, as they are typically more focused and niche.  

Once a brand identity and narrative has been created, it must be consistently reflected across all channels, and also regularly revisited to ensure it remains sensitive to the current environment. 

Transparency and accountability 

Part of getting the narrative right is ensuring the organisation appears open and transparent. Even when things don’t go as planned, being open about mistakes fosters long-term credibility.  

Adopting a transparent and accountable approach requires application across the whole culture of the organisation. People need to feel they can be honest internally, which will help remove the element of unpleasant surprises too. An internal culture will be reflected externally. 

Crisis management 

Every charity should have a comms risk register and crisis comms strategy. If a crisis does happen, the best way to minimise the damage is to be prepared for it. Crises often break out of hours and organisations are left scrabbling around trying to get access to social media accounts and sign off on statements, while the story is swelling around them. 

•  Crisis comms: Lessons learned from the British Library cyber-attack 

Partnerships and fundraising  

A charity’s communications must work hard in multiple directions and utilise a range of tactics and tools to: 

• Mobilise supporters and advocates. 

• Encourage giving and action. 

• Attract and reassure partners. 

• Be transparent in reporting impact and outcomes. 

• Keep internal stakeholders reassured. 

Partnerships with corporations and other organisations can boost a charity’s credibility and extend its reach. Corporates often bring not just funding but also additional communication resources that charities can leverage.  

Cutting through the disaster fatigue 

Charities must be mindful of audience fatigue, especially when competing with global crises for attention.  

Getting the balance between the emotional and factual right, using human storytelling, showing positive outcomes rather than just horror, and showcasing impact achieved are all vital. Seeking out new and creative ways to engage with audiences is also great for beating the fatigue.  

Creating an effective communication strategy 

Time spent at the start will reap rewards later on: 

1. Understand the audience – map out who and where you should spend the most time and effort. 

2. Develop your messaging.  

3. Set clear objectives that are specific, measurable and deliverable, and review regularly. 

4. Pick the best channels for your audiences. If you have limited resources, you don’t have to be everywhere. 

5. Set metrics aligned to the objectives, to track progress and evaluate effectiveness  

Whether large or small, charities that invest in effective, targeted communication strategies are better positioned to succeed in today’s crowded and complex environment. 

Catherine Frankpitt is the founder and managing director of Strike Communications. Full details of how to download a copy of the report are on the Strike Communications website.