Michele Madden reports on the first findings from our online community and wonders whether charities are making the most of raising awareness and donations in December. 

Adverts are everywhere we look these days and it's hardly surprising when the UK advertising market stands at over £14bn. But how much of that is spent by charities? And what do they actually spend it on? 

This briefing will tell you the answers and give some food for thought. Are charities deliberately shunning the rising star of the advertising world?

As it's the season of goodwill, we're giving away The 12 Insights of Christmas. They look at some of the key issues facing the charity sector and include research, interviews and advice from charities and from us. Unwrap our 12 free reports just in time for Christmas.

1. A Hidden Gem - Resilience report from the Clore Social Leadership Programme

We were really pleased with the clear presentation of the findings which managed to be both succinct and comprehensive. The breaking down of results by type of drinker has really helped our work since the evaluation was completed. It was a really good project to work on.

Jane Greenstock, when she was Research Coordinator at Drinkaware. She is now Research Assistant at Social Care Institute for Excellence.

We were very happy with the way that nfpSynergy commissioned the research looking at older peoples attitudes to dying, death and bereavement. As is often the case this work was commissioned almost at the 'last minute' . nfpSynergy presented the outcomes in a very insightful way and they have definitely influenced the delivery of a very sensitive communications strategy.

John Palmer, Director of Marketing and Communications at NatCen (for Dying Matters Coalition audience insight and communications testing)

1. Remember what you believe and tell everyone

At the heart of a strong brand are strong beliefs. Too many organisations were founded on strong beliefs and then they cover them up and let them grow mouldy. So take the time in 2010 to make those implicit beliefs explicit. Beliefs are important because they are also what inspire people. People join a cause because they share a desire to do something and they believe your organisation can make the difference.

nfpSynergy is regularly commissioned to conduct communications research for a wide range of our not for profit or public sector clients, and often directly by a creative agency working for a charity. We have seen many times how valuable it can be in helping a campaign to fulfil its potential and ultimately help an organisation to meet its objectives.

Once upon a time (well about ten years ago) awareness building was relatively simple. If you wanted to increase awareness you either had to spend money on TV or print advertising or be very good at doing the things that the media wanted to cover. Now things are very different. The age of the internet and the changing culture that it brings with it affect the way that every charity can build awareness.