TPP INSIGHT: Recent Salary Trends – "Charity Marketing Roles"

I’ve recently sat in on a webinar by Charity Jobs on Salary Trends and Insights 2024.

There were some interesting insights based on 48,500 UK charity and not for profit job vacancies posted on their Charity Job website 2023.

Most in demand categories from candidates are:

• 1st Policy, advocacy, governance and campaigns,?
• 2nd admin
• 3rd was Marketing, PR and digital with a 48% higher candidate demand than the overall average.

What was startling though was there was a -28% decrease in the number of marketing jobs advertised compared to 2022 ?

? Why is this??

We know that economic uncertainty and budget constraints have played a significant role in shaping hiring trends.?? Charities like many other organisations have had to reassess their spending priorities and streamline their operations in response to financial pressures.?

Perhaps another trend we’re seeing is an increasing emphasis on volunteer-led initiatives and grassroots movements.? Many charities are recognising the value of harnessing the passion and skills of volunteers to drive their marketing and outreach efforts.?

I’m not sure that this trend is sustainable though, over reliance on volunteer led initiatives can leave charities open to risk.

? Why we need marketing.

In a discussion recently a person I was speaking to said “it’s essential even in these times of budget constraints that charities continue with their effective marketing and don’t reprioritise.”?

We know marketing plays a crucial role in advancing the mission and goals, it’s not just about promoting products or services, but story telling, building relationships and inspiring action either by fundraising or change.

There’s an argument and historical evidence to show in challenging times rather than decreasing marketing spend it should be increased.? Why Businesses Should Continue Marketing During A Recession (forbes.com).? In an competitive landscape, charities need to invest in strategic marketing initiatives to stand out, attract support and drive positive change.

? What’s needed.

We’re finding increasingly that marketeers need to be adaptable and versatile.?

Traditional marketing skills such as branding and campaign management will always be required but marketeers need to ensure they’re embracing new technologies, including AI and are able to prioritise strategic marketing efforts, be effective storytellers, mobilise support and make measurable meaningful impact.

At TPP we're proud to say we represent the "best marketers and charity campaigners in the business!" ?Please speak to Sean, Kate or Lisa on 0207 198 6000 or email [email protected] and we’ll be delighted to chat to you.?

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