Hidden from view - The smaller charity challenge
Charities are essential to our survival. Yet, for many smaller charities, their work remains in the shadows. This is a major problem. Why? Because many are saving lives and forging bold new ways to tackle the issues that we face.
Without urgent action many will be lost. We can’t let this happen. We need them more than ever before. 60% of smaller charities say they have seen a sharp rise in demand and many are operating without reserves.
Here’s the thing. One third of people using charity services are unaware. But if we don’t know they exist, then how can we help?
I want to tell you a tale. So the next time you make a decision about which charity to choose, you’ll do so with awareness.
Meet the Super-majors
NCVO calls charities with an income of over £100 million ‘Super-majors’. There are 45 of these in the UK. Together they account for 1/5th of the charity sector income. 5 of these have an income of over £400 million.
Super-majors are household names with all the resources of their for profit counterparts. They are big brands with marketing clout. They have the support of top PR, media and advertising agencies.
Smaller charities don’t. There is nothing wrong with this in itself, but it is worth considering.
When tragedy strikes, who helps?
At some point in our lives, we will face adversity. At times like this, charities are there for us.
You may be surprised to hear that emergency services are heavily reliant on charity services. When it comes to air ambulance, mountain rescue and lifeboats, there is no public service equivalent. They are all run by nonprofits.
Hidden in a shadow
This is a shocking story, one that was posted in The Guardian in 2017. It tells an alarming tale of mistaken identity.
The Royal National Lifeboat Institute (RNLI) is one of the UK’s super majors. Founded in 1824, they have saved the lives of over 140,000 people. In 2018, their income was £186.6 million.
Severn Area Rescue Association (SARA), is one of the UK’s smaller charities. It was founded in 1973 and is the largest independent lifeboat association, protecting inshore areas not covered by the RNLI. In 2018, their income was £222 thousand.
SARA and RNLI do not serve the same waters. SARA, working on a shoestring, has little or no money to spend on fundraising. SARA does not get any funding or support from RNLI. Despite this, RNLI are active in SARA’s patch. “RNLI fundraisers are at work where the local SARA boat is just two miles away and the nearest RNLI craft is 40 miles by road”. Unfortunately for SARA, they are up against a super major.
The problem here is one of awareness. Sadly, more often than not, when people decide to donate to a lifeboat charity, and they automatically think RNLI. “Birch recalls once losing £40,000 in a case of confused identity”.
Living in the shadow of a Super-major is a challenge for many smaller charities.
Hidden behind the scenes….
There are numerous smaller charities providing a unique and valuable service. They work tirelessly to find ways to support us, the public. Often this means they deliver via local authorities - in schools and universities, by our GP’s and social workers.
Many smaller charities are focused on delivery and impact, not on brand and marketing. So we don’t know they exist.
Next time you feel charitable, remember this...
There are over 160,000 charities in the UK, most of them are smaller. All of us will rely on one of them at some point in our life. Without support, they cannot survive.
The right choice for you is not necessarily the first one that springs to mind. In fact, your perfect partner may be a charity you have never heard of.
Finally…
We always love hearing about the incredible work of charities, big and small. Please share your story below.