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ThirdSector - Charities are poor at online marketing - but they have the skills to do it well

Dean Russell discusses online marketing in the third sector. 

I often wonder whether charities realise how poor their online marketing and communications are, or whether they do realise, but think they haven't got the skills to do anything about it. Unfortunately, I believe the latter is usually the case.

The reason many charities don't do anything is that they hold one of two misguided views about marketing.

The first is that marketing isn't a proper job. You know the types who think this - people stuck in the 1980s who make jokes about colleagues with media studies or marketing degrees; who think the marketing department is there only to create pretty brochures that have little impact on the bottom line.

The second is that online marketing is some complicated, buzz word-driven dark art. People who think this don't do anything about the problem because they worry that they couldn't possibly get it right - or they start, only to get struck down by analysis paralysis.

A competition I was involved with recently demonstrated perfectly why neither of these views is true.

To read the rest of the article please visit www.thirdsector.co.uk or click here.

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