Charities should implement a five-year combined awareness and fundraising plan research group advises

Charities which spend the most money on marketing tend to raise the most income, a new report has confirmed.

Ringing a Bell suggests those charities which spend the most on promoting themselves have the highest levels of brand awareness and thus receive the most income.

However, although not necessarily a surprise, the report, by third sector research consultancy nfpSynergy, warns that charities can’t simply throw money at a media campaign in the hope of boosting brand awareness.

Instead, it says charities should plan carefully and consider a long term brand, communications and fundraising strategy.

Charity bosses have to start by deciding which aspects matter most to them, choose their audiences and get key senior staff on board.

This report won’t solve all of a charity’s awareness problems, but it’s intended to start the conversation

Researchers studied 60 charities to compile the report linking awareness, fundraised income and media spending.

They advise that preparing for the long haul is crucial and the first steps for any charity also includes discovering what current levels of awareness are.

Charities should then develop key steps to allow awareness and income to boost each other, but prepare for two to five years of working towards achieving boosted awareness levels among the general public.

“This report won’t solve all of a charity’s awareness problems, but it’s intended to start the conversation about how it really matters and what the next steps are,” Joe Saxton of nfpSynergy said.

“With some statistics, ideas and advice, branding and comms people in charities everywhere can begin to persuade their colleagues to build towards an effective and combined strategy, resulting in more people knowing more about individual charities and the cause they are working so hard towards.”