TSB’s report stated that only one in three British people are able to name a local charity despite the fact that they account for 94% of the not-for-profit organisations. Logically, bigger charities with a large social presence are more memorable than smaller ones. So what implications does this have for smaller charities and CASC’s?
Understandably, the reason why smaller organisations are less memorable or less favoured by the general public is because they are less recognisable. TSB’s research shows that a vast number of individuals felt that local charities were significant, but were unmemorable unless a family member or friend had used a service provided by them. This could be due to the fact local charities tend not to have a household name.
Another area of concern is competition. As mentioned earlier, the UK alone has over 190,000 charities registered, meaning that competition is high. 73% of donors say they have donated to charities with a national presence and 31% have donated to international charities. This shows that donors are aware of charities; however they tend to be more trusting and more aware of those with a significantly larger presence.
Not only is the sector competitive when it comes to donor contributions, but also when applying for government and public funding, such as grants and loans. In some cases, larger charities may be favoured as they pose less of a risk and money is believed to be better spent.
The last major area of concern is the labour force. For smaller organisations, funding the wages of skilled staff is too much of a commitment to take on. With funds scarce enough, smaller charities are unable to grow their organisations, let alone hire a skilled workforce.
So how can I get my small charity recognised?
Getting your organisation’s name out there can be fairly difficult, but there are ways that you can grow. With only a small minority of charities considered large, smaller charities can still compete for donors, by:
- Engaging with their community
- Invest in marketing
- Merge, Merge, Merge
- Utilise the support available
there are many charitable schemes and programmes, which can provide you with practical support. The Small Charity Coalition and the FSI are two great platforms targeted at small charities to help aid their development.