Peter Dawson

There’s an interesting comparison to be made between the public’s favourite types of charities and those that are favoured by MPs. While certain causes are reported to be a favourite of both groups – namely cancer, animal, and children’s charities – there are various causes that are more important to the average MP than the man on the street. For example, we’ve found that Armed Forces charities are prioritised in Westminster while we’ve covered recently that there’s room to grow their support in the public eye. The same can be said for overseas aid, which is mentioned three times as much by MPs than by members of the public as a preferred charity type.

The difficulty with this disparity is that it can generate some fatalistic attitudes towards campaigning. If you’re advocating for a cause deemed less important in the corridors of power, you might be discouraged by your presumed lack of sway when approaching an MP. However, our research shows us that an MP’s favourite causes may not be the ones that they think communicate most effectively – meaning that even charities representing causes that see less of the spotlight can still make a huge impact with their campaigning efforts.

Building bridges through effective communication

The success of any charity campaign heavily relies on the ability to connect with key stakeholders, in particular the MPs who possess the power to shape policies and legislation. We’ve written about this at length, in particular drawing attention to which campaigning tactics play best with MPs, and exploring how to succeed in this field in last year’s campaigning report. What we’ve found is that above all else, effective communication is at the heart of establishing a charity as an influential voice in the corridors of power.

This is where charities supporting older people shine. While MPs tell us that this cause is a low priority, ranking as their eighth favourite, we are also told that this sector is considered to have the third most effective communication within Westminster. This unexpected outcome underscores the potential for less-recognised charities to effectively connect with MPs and make a substantial impact. But how have they achieved this? To learn more, we’re going to look at a sector leader to see how they’ve planted their feet in parliament and have shown that their cause can’t be ignored. 

The Success of Age UK

It’s undeniable that Age UK are more than just a sector leader for charities supporting older people. They have become a huge representative of this cause within the UK, especially thanks to their impactful work at a local level, powerful marketing (we’re still tearing up at their John Lewis Christmas ad) and strong advocacy for the needs of the aging population. In fact, they have been massively vocal on some key issues affecting the UK in recent years, which might be why we see MPs sing their praises as effective communicators.

Most recently, we saw Age UK campaigning for the government to maintain the triple lock for pensioners across the UK. This was a key manifesto pledge for the Conservative Party, and Age UK weren’t going to let them forget it. By building a groundswell of support to protect this pledge, we saw the charity effectively do their part to protect the triple lock while preserving additional benefits like Pension Credit and Attendance Allowance, ensuring that they rise in line with inflation.

On their site, Age UK thank “the tens of thousands of Age UK campaigners who wrote letters, sent tweets, signed petitions, and shared their views and experiences”. This is perhaps the key to their impactful communication style. By demonstrating a deep understanding of the issues faced by older people and substantiating their claims with concrete support, they have established themselves as credible and trustworthy sources of information for the government to rely on.

Despite being a less favoured cause, Age UK were able to effectively communicate their objectives, mobilise support, and facilitate informed discussions. This just goes to show that any charity, supporting any cause, can make the difference they want to see – it just relies on a foundation of effective communication. 

For more information about our research with MPs, consider downloading a briefing pack below.