Ben Roberts
Media coverage is one of the many barometers that we use to measure the current state of public engagement and support for the charity sector. In our latest nfpIntelligence figures, however, we can’t help but notice a concerning trend for the end of 2024: stagnancy.
While it's undoubtedly a relief to see a scandal-free sector, the lack of fresh, compelling media coverage leaves much to be desired. Only a third of the public (35%) have encountered any media coverage about charities at all, and of those who have more than half report that it hasn't changed their opinions about charities either way.
No News Is Good News - Usually...
For the longest time we’ve held firm that, as far as the charity sector goes, a clear news agenda is generally positive. After all, this news tends to be scandalous and can overshadow important causes and diminish public trust in the sector overall. Unrelated charities end up being tarred with the same brush as the subject of the scandal.
However, the flip side of this is a lack of visibility altogether. While charity scandals tend to dominate the headlines when they occur, a lack of media coverage means fewer opportunities for charities to truly connect with the public.
The numbers speak for themselves: More than half of the public say that recent charity media coverage has done nothing to change their views, signalling that charity stories are, at best, going unnoticed and, at worst, failing to spark any emotional response or drive action. The public is left largely indifferent, not feeling particularly inspired or even disillusioned. It’s a quiet, static moment in a sector that thrives on enthusiasm and engagement. For charities hoping to reach new supporters or maintain momentum, this presents a significant challenge.
National Pessimism Makes For A Bad Foundation For Giving
While personal finances are always among people’s most pressing concerns, at the moment the public are neither overly optimistic nor pessimistic about their circumstances. However, concerns over the nation’s overall direction weigh heavily on the collective consciousness. Over half of the population feels that the country is heading in the wrong direction, indicating that despite the long lead up to the recent Labour victory, people have not been made to feel that a positive change is coming. This sense of national unease could contribute to a lack of enthusiasm around charitable causes, as people may feel preoccupied with broader, more immediate concerns.
Yet, it’s not all doom and gloom. The public’s ambivalent response when asked about their personal financial situations could be an open door for charity organisations, letting them address a desire for optimism, hope, and tangible action during uncertain times. Charities can harness this passivity, emphasising how their work directly impacts individuals and communities to offer a sense of empowerment amidst the uncertainty.
The Holiday Season: A Time to Capture Attention
While it may not be the easiest climate for non-profits to thrive, it’s not a lost cause. The current national sentiment creates a unique opportunity for charities to position themselves as beacons of hope, action, and community-driven progress.
One bright spot in the media landscape for charities is the annual uptick in visibility around the holiday season. Last year, 73% of people reported hearing more about charities during Christmas. This seasonal attention provides an important window of opportunity for charities to break through the static and reconnect with the public in a meaningful way.
The charity sector must be proactive in seeking positive media coverage and using every opportunity to tell compelling stories that resonate with the public. Rather than waiting for a crisis or a scandal to dominate the headlines, we have to strive to create stories that elevate the sector’s impact, celebrate the work being done, and highlight the real difference being made in people's lives. This requires strategic media partnerships, a focus on human interest stories, and more dynamic campaigns that align with current public sentiment.
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