The UK’s small charities are operating in an increasingly challenging and complex landscape – but the playing field can be levelled by strategic communications, according to new research.
The report into the £88bn sector by Bristol-based specialist comms agency Strike, shows how charities that use a more strategic approach to their communications can raise awareness, build trust and meaningfully engaging with stakeholders. 
As a result, they can easier achieve their business objectives – which the report sees as especially important in an increasingly complex and polarised society.
Communicating for Good also explores the communication challenges that charities currently face, including:
- Limited resources for communications
- Gaining visibility in a crowded landscape
- Building trust and credibility
- Communicating complex issues
- Keeping up with digital transformation and AI
The report also argues that charities often fail to take a strategic approach to communication and instead default to tactics.
It goes on to explain that by using strategic communications methods, charities can craft compelling and credible narratives, maintain transparency and build long-term stakeholder relationships – all of which reap longer-term reward.
Strategies for effective communication include: 
- Building a clear brand identity and narrative
- Maintaining transparency and accountability
- Having crisis management plans in place
- Developing strong partnerships
- Creative engagement to combat fundraising and disaster fatigue
Strike founder and MD Catherine Frankpitt, pictured, who as a leading communication professional has advised a number of charities of varying sizes, said the UK charity landscape had faced enormous changes over the past few years – from unprecedented global happenings to rapid advances in technology and significant shifts in public expectation and scrutiny, all of which made it incredibly challenging to navigate.
She added: “There are around 170,000 charities registered in the UK, all competing to be heard and fighting for sufficient funding.
“The good news is that the UK public pot actually grew last year by £1.2bn from the previous year.
“However, it came from a smaller pool of people, meaning charities must work harder than ever to attract audiences.
“Our research and case studies set out how effective and strategic communication has an absolutely key role to play in making a difference between charities surviving and thriving.”
The report highlights examples of smaller charities and purpose-led organisations that Strike have supported by deploying strategic comms to help them punch about their weight:
- The National Symphony Orchestra of Ukraine, pictured above – which created a high-profile cultural initiative in the UK, gaining endorsement from the government, including a performance at the Houses of Parliament, and broad support from venues and ticket-buying audiences
- Bristol Beacon (formerly Colston Hall) – which changed its name from that of a controversial historical figure, managing a divisive and highly sensitive issue and successfully leading the way for others to do the same.
- Pahar Trust Nepal – which exceeded its fundraising target, raising nearly double the £50,000 hoped for and gaining a raft of new supporters for the micro charity’s socially-led campaign.
Strike works with charities and organisations to deliver positive social change. Having launched in 2020 with a mission to deliver ‘communications for good’, it has built a reputation as a ‘small-but-mighty’ agency, delivering transformative campaigns and strategic comms support for charities, cultural organisations and causes that matter.
An executive summary of the report is available to download on the Strike website. For a copy of the full report, email catherine@strikecommunications.co.uk
