Naomi Croft

Charity CEOs are vital in promoting their charity and cause with the public. But stepping into the limelight can be fraught with unwelcome challenges.

Barriers to developing public profile

In recent years much of the national conversation about charity CEOs has focussed on levels of pay. A charity CEO will give an interview of their area of expertise, and will then be asked about their salary – it puts CEOs on the defensive and risks undoing the good work of promoting their work. Another barrier to CEOs engaging in public discourse is a hostile political context which – for the sake of fuelling culture wars - weaponises the efforts of charities attempting to shine light on social issues. When there is a chance of reputational risk, why would a CEO put their head above the parapet?

Journalists appreciate bold advocacy

Despite the challenges that CEOs face, within the past year there have been a number of CEOs who have not shied away from divisive conversations and public debate. Hilary McGrady from the National Trust discussing links of their properties to slavery is a recent example. Hilary’s willingness to be vocal in the face of political and public difficulties was praised by journalists in our research (nfpPress). We found that journalists valued charity CEOs who demonstrated bold leadership and strong advocacy for their cause and the sector:

“[Hilary McGrady, National Trust] For her bravery in believing it was the right thing to do to put in context the history of their properties, despite a media onslaught.” 

“[Beccy Speight, RSPB] is pushing hard for both nature restoration and climate action, and is not afraid to tell politicians when they are failing to deliver - exactly the kind of message we need.”

“[Polly Neate, Shelter] Not afraid to say it as it is. Doesn't pull her punches. Always willing to make herself available for an interview. A relentless campaigner speaking out on behalf of those who can't.”

When asked which charity CEOs have impressed them and why, one quarter (27%) of journalists were able to recall CEOs. Charity-focussed journalists want to hear from CEOs but they do not have as much engagement as they would like. This gap, alongside low public awareness of CEOs (our research has shown that unprompted awareness of charity CEOs among the general public is almost non-existent), is a telling sign that charity CEOs need to increase their visibility. Some journalists highlighted the benefits of CEOs being more vocal and engaging:

“Tony [Tony Lloyd, ADHD Foundation] was extremely passionate about promoting the foundation himself. […] I wouldn't even know the name as a journalist of many CEOs as I have so little contact but Tony went above and beyond to ensure the right messaging was put across in the copy.”

Permission to speak out

CEOs who have shown bravery and campaigned publicly are more likely to be noticed by journalists. Should CEOs and their trustees consider a more vocal stance to advocate for the charity sector?

The Sheila McKechnie Foundation’s Charity Reform Group discusses the importance of CEO involvement in the national conversation in their ‘Speak up, we need you!’ report. They highlight the desire for charity CEOs to be more vocal in civil society, from those working in industries outside the third sector. The importance of re-imagining the role of leadership is highlighted – critical for the sector is a “re-examination of mission and purpose in the face of those who believe charities should ‘stick to the knitting’”. As the SMK Foundation and Charity Reform Group outline, CEOs need to become more vocal to increase their – and their charity’s – awareness and understanding among the media and the public. 

There is a clear demand for leading figures in the sector to step up to the task and strengthen the sector’s relationship with civil society. Charity-focussed journalists are keen to facilitate that link, which could prove to be a vital step forward for the sector.

If you'd like to learn more about nfpPress and our research with the journalists consider downloading a briefing pack below, or message us at nfppress@nfpresearch.com for more info.