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.

List #1

Related jobs

Change Communications Manager

Salary

£400 - £500 per day

Location

London

Job Type

Contract & Interim

Discipline

Change Communications

Seniority

Manager

Salary

£500 - £749

Sector

Education

City

London

Description

Change Communications Consultant - £400 - £500 per day - 6 month contract

Reference

CR/132633_1747317524

Expiry Date

01/01/0001

Author

Sam Brimble

Author

Sam Brimble

Apply Favourited

Enterprise Account Manager

Salary

£400 - £500 per day

Location

London

Job Type

Contract & Interim

Discipline

Account Management

Seniority

Manager

Salary

£500 - £749

Sector

Financial Services

City

London

Description

An exciting new contract opportunity to join a newly formed team in one of the largest names in payments globally.

Reference

CR/132632_1747237535

Expiry Date

01/01/0001

Author

Sam Brimble

Author

Sam Brimble

Apply Favourited

Public Relations Manager

Salary

Up to £65000 per annum

Location

London

Job Type

Permanent

Discipline

Media Relations & PR

Seniority

Executive

Salary

£60,000 - £79,000

Sector

Professional Services

City

London

Description

EMR are working with a leading legal firm based in the City of London who are seeking to hire a PR Specialist.

Reference

PRM9812_1745830425

Expiry Date

01/01/0001

Author

Mark Childs

Author

Mark Childs

Apply Favourited

Marketing Manager

Salary

Negotiable

Location

Potters Bar, Hertfordshire

Job Type

Fixed Term Contract

Discipline

Brand Marketing

B2B

Seniority

Manager

Salary

£45,000 - £59,999

Sector

Property & Construction

City

East of England

Description

We are seeking a Marketing Manager to join a leading residential developer on a 12-18 month fixed-term contract.

Reference

PR/132623_1745589541

Expiry Date

01/01/0001

Author

Mal Galuszczynska

Author

Mal Galuszczynska

Apply Favourited

List #1

What do Marketing Professionals Look For in a Job in 2025?

Teaser

Hiring advice

Content Type

Articles

Publish date

04/30/2025

Summary

The landscape of hiring a marketer has changed. A solid job spec isn’t the be all and end all anymore. Today’s marketing professionals are making career moves with more intention than ever. Marketers

Teaser

Take a look at what marketing professionals want from their job in 2025.

How to Write Effective Job Descriptions for Marketing Roles

Teaser

Hiring advice

Content Type

Articles

Publish date

04/30/2025

Summary

When it comes to hiring the right marketing professionals, getting the job description right is crucial. Knowing how to write a job description means you’re doing more than just list responsibilities

Teaser

Here, we’ll break down the anatomy of a job description and give some top tips for writing marketing job advertisements.

Hybrid Working in 2025: Evolving Expectations, Office Tensions & The Role of Salary

Teaser

Hiring advice

Content Type

Articles

Publish date

04/14/2025

Summary

Three days in the office. No change in salary. Hybrid working is evolving. What does that mean for employees and employers in 2025?What was once presented as a benefit is now a source of tension. Acro

Teaser

Three days in the office. No change in salary. Hybrid working is evolving.

Marketing Recruitment: Challenges, Trends, and What to Expect in 2025

Teaser

Hiring advice

Content Type

Articles

Publish date

03/31/2025

Summary

Looking Back at 2024For much of 2024, marketing recruitment across the UK has contended with a series of setbacks. The latest data from the Office for National Statistics showed a steady decline in

Teaser

For much of 2024, marketing recruitment across the UK has contended with a series of setbacks. The latest data from the Office for National Statistics showed a steady decline in vacancies, with figures falling to 916,000 in early 2024—a modest reduction on the previous quarter but part of a longer-term contraction.

Marketing

How Building an Employer Brand Attracts Top Marketing Talent

Teaser

Hiring advice

Content Type

Articles

Publish 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

Explore what employer branding is, and how you can build a brand that speaks to top marketing talent.

Two animated business people shaking hands

Hiring a Marketing Manager: How to Find the Perfect Fit

Teaser

Hiring advice

Content Type

Articles

Publish 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

Take a look at how to hire a marketing manager, the key things to look out for and why partnering with EMR is the key to finding the perfect candidate.

Employer NI & Hiring in Marketing: The Trends Business Leaders Need to Watch

Teaser

Hiring advice

Content Type

Articles

Publish 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

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.

What is a Fractional CMO, and Does Your Business Need One?

Teaser

Hiring advice

Content Type

Articles

Publish 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

Teaser

In recent years, the idea of the Fractional Chief Marketing Officer (FCMO) has risen in popularity. What does an FCMO do and could your business benefit from one? FCMO is a senior marketing professional who operates on a part-time or temporary/contract basis, serving multiple clients or businesses concurrently.

Mal Galuszczynska

The Rise of Purpose-Driven Marketing: Why 2025 Will Be the Year of Authenticity and Brand Value

Teaser

Industry news

Content Type

Articles

Publish 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

In recent years, consumer expectations have shifted significantly, with individuals increasingly seeking brands that embody authenticity, transparency, and social responsibility.

2025 Marketing Trends: How AI and Automation Are Shaping the Future of Customer Engagement

Teaser

Industry news

Content Type

Articles

Publish 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

AI and automation are no longer optional extras for marketers, they’ve become essential tools in navigating today’s competitive marketplace.