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Nicholas Ogden

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Nicholas Ogden

Consultant - Marketing, Communications & Fundraising

I focus on Marketing , Communications and Fundraising appointments for our charities and not-for-profit division recruiting Marketing & Communications professionals across all levels on a permanent, contract, and interim basis.  My client base consists of charity, not-for-profit and third sector organisations. 

Prior to joining Pro-Group, I worked for a global recruitment agency where I specialised in permanent Marketing and Communications roles for a variety of sectors. 

Outside of work, you will most likely find me socialising with friends or running myself ragged on a tennis court. If I was not in recruitment, my dream occupation would be to be a professional tennis player travelling the world and of course winning Wimbledon!

nicholas' latest roles

  • Marketing Officer

    £30000.00 - £36000.00 per annum + + Competitive Benefits

    Marketing Officer - £30,000 - £36,000 pa, Health Centre - South West London Do you have notable marketing and communications experience? Do you have a background in brand, digital and communications? Would y...

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  • HR Volunteer

    Up to £0.00 per annum

    HR Volunteer required Hopscotch Asian Women's Centre is a well-established voluntary organisation that provides a range of services to BAME women in Camden. They provide a domiciliary Homecare Service which ...

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  • Temporary Marketing Manager (1-3 Months)

    £30000.00 - £35000.00 per annum

    Temporary Marketing Manager (1-3 Months), London, Faith Based Media Organisation, £35,000 Pro Rata Are you an experienced marketing manager? Do you have proven experience in developing marketing plans within...

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  • Marketing Manager

    £30000.00 - £35000.00 per annum + + Competitive Benefits

    Marketing Manager, London, Faith Based Media Organisation, £35,000 Are you an experienced marketing manager? Do you have proven experience in developing marketing plans within a media environment? Have you g...

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  • Trusts and Foundations Manager

    £30000.00 - £38000.00 per annum + + Competitive Benefits

    Trusts and Foundations Manager, London, Charity, £38,000 Are you a trusts fundraiser with a background in utilising a relatively new portfolio of trusts and foundations? Are you experienced in producing high...

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  • Fundraising Manager (Community & Events)

    £23000.00 - £27000.00 per annum + + Competitive Benefits

    Fundraising Manager (Community & Events), 12-Month Fixed Term Contract, Maternity Cover, Kent, Charity, £27,000 Pro Rata Are you a community fundraiser with experience in developing excellence in donor manag...

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What people say about Nicholas

I was first introduced to the Pro-Group in February 2018, and it has been a pleasure working with them on the recruitment of our new fundraiser officer.

Nick has been a really amazing help in getting me my fantastic new role at Starlight...


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Companies Nicholas has worked with

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Parkinson’s UK is a research and support charity dedicated to improving the quality of life for people who suffer from this condition.​ 

Cancer Research UK is one of the largest charities in the UK, using research and awareness to fight and eventually eliminate deaths through Cancer.

Great Ormond Street Children's Hospital is the largest centre for child heart surgery in the UK and one of the largest centres for heart transplantation in the world.

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nicholas' articles

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Is this the end of office culture? What happens post COVID-19?

Posted by Nicholas Ogden

It is widely believed that conventional office culture will not be the same beyond the Coronavirus pandemic. Here we take a closer look at what experts suggest this might look like. This pandemic will eradicate the traditional working environment. Here is what some organisations, leaders and reports suggest. Jes Staley CEO of Barclays said “The notion of putting 7,000 people in the building may be a thing of the past” Colliers found in a survey of 4,000 people working from home that 73% thought that their productivity was the same or higher, while 76% thought their work/life balance had improved. 81% wanted to carry on working from home for one day a week or more Keith Froud, Managing Partner of Eversheds Sutherland stated that they will “redirect more on technology rather than office space” Research from Upwork, a US freelancing firm, researched that by 2028, 73% of all departments will have remote workers. Today, millennials and Gen Z workers make up only 38% of the workforce, but in 2028, they’ll amount to 58%. So there will only be changes to come as the ‘New Norm’ makes its appearance. Organisations that operate with large corporate spaces will certainly need to think about the foreseeable future and will need to prioritise adhering to Government guidelines to keep their employees safe. However, businesses that can provide appropriate safety measures and contingency plans for their staff also have many reasons why they should continue to invest in office space and why larger organisations may need to reassess post pandemic before permanently abolishing office spaces. Why some businesses shouldn’t eradicate their office space and environments Melanie Phillips, journalist for The Times, comments that “Zoom shuts away the essence of humanity” and that senses are removed (and are irreproducible). These are key disadvantages for any businesses that are people focused Brodie Boland Associate Partner of McKinsey & Company suggests that remote working does not enable some people to get needed mentorship or help facilitate casual, unplanned but important conversations with colleagues Paul McDonald a contributor to Forbes discusses in detail in his article ‘Why A Positive Company Culture Is Especially Critical Today’ about organisations needing to create an inclusive and positive corporate culture. For many this can take the form of a fun place to work with development and social offerings that cannot be replaced remotely. Happiness is widely considered amongst many reports the most important factor for generating high productivity and therefore business leaders will need to take this into account when thinking about why their employees come to work for their business Here at Pro-Recruitment Group We are discovering in our sector that many are missing the office environment, shared working space and the buzzing team culture. As it stands, Pro-Recruitment Group is thrilled to be opening the office on a trial part-time basis in August, allowing the team the option to voluntarily come in on a rota whilst allowing for flexibility in hours. As part of this trial, Pro is generously reimbursing all employees’ travel costs and has already followed government guidelines with risk assessments and implemented strong safety measures. As an organisation we are delighted to be returning. Here is our advice to employers looking to reintroduce employees into the workplace. To conclude, there is no one-size-fits-all solution as some businesses will look to get rid of the traditional office environment whereas others will need it to continue and flourish. Regardless, the pandemic has provided a huge opportunity for change to the future of work which is exciting and interesting. For more information about your recruitment needs, please contact Nicholas Ogden on 020 7269 6338 or email nicholas.ogden@pro-recruitment.co.uk

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60 Seconds With: Richard Davidson, Chief Executive at Sarcoma UK

Posted by Nicholas Ogden

Richard Davidson joined Sarcoma UK as their Chief Executive in July 2018, and has been working in the third sector for more than two decades. His previous roles include Director of Engagement at Anthony Nolan and Director of Policy and Public Affairs at Cancer Research UK. Richard is Chairman of Emilia Clarke’s charity, SameYou, which is dedicated to increasing access to rehabilitation services after brain injury and stroke for young people, and he is also a board member of SPAEN, the European network of sarcoma patient advocacy groups. Richard speaks with Nicholas Ogden at Pro-Marketing about working at Sarcoma UK, offers interview tips, and shares advice for those looking to progress their career in the charity sector. Tell us about yourself, how your career started and what you do at Sarcoma UK? I have worked in the voluntary sector throughout my career in public affairs, policy, marketing, fundraising and communications. I worked at CRUK, Anthony Nolan and now for a smaller organisation, Sarcoma UK as Chief Executive. How do Sarcoma UK differentiate themselves in the market? We are the only organisation in the UK that covers all types of Sarcoma, funds research, raises awareness and provides information and support. How big is your team and what advice would you give anyone applying to be part of the team? We could consider ourselves to be small but mighty (22 people in total). I always look for staff who really care about the beneficiaries and want to make a difference to the lives of people with cancer. How would your team describe you? I have no idea, but I would think they would say I am supportive, energetic and creative. What advice would you give to your younger self? When I started out, I worried too much. I would now advise myself not to. When you interview someone for your organisation, what is the first thing you notice about a person and what does it tell you? I always think you can tell quite quickly if someone has passion and desire, which is important to me. What personal and soft skills are most important when working in the charity sector? I look for empathy and an ability to relate well to people. You need to be able to adapt to other people’s styles and approaches. What advice would you give to someone looking to make a move into a not-for-profit organisation from another sector? Do it! People from other sectors have a great deal to offer, but do not assume that things will be easier and less pressurised. Often more is at stake in the voluntary sector. If you were not working for a charity, what would the dream be? I feel I will always be connected to charities, but I would love to live in an Italian cottage with space, fine weather, food and wine. A dog would complete the idyllic scene! Any final words of advice for people looking to progress their career in the charity sector? Consider what you feel passionate about and choose roles that allow you to use that energy to make a difference. Thanks for your time, and as a little treat for all of our readers - do you have any guilty pleasures you can share with us? I have a penchant for a Subway steak sandwich. ​ For more information on this article, please contact Nicholas Ogden on 020 7269 6338 or nicholas.ogden@pro-recruitment.co.uk.

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60 Seconds With: Ben Hawley, Marketing and Communications Director at CALM

Posted by Nicholas Ogden

Ben Hawley is Marketing and Communications Director at Campaign Against Living Miserably (CALM). Ben moved from agency and joined the charity CALM in August 2017, and has since then worked with the Royals, Parliament and brands including ITV, Dave, Topman and Tesco. CALM is Pro-Recruitment Group's corporate charity partner and is leading a movement against suicide in the UK, running a free and confidential phoneline and webchat 365 days a year, and working towards breaking down the stigma around mental health. Ben speaks with Nicholas Ogden, Consultant at Pro-Marketing, about the work undertaken by CALM, the changing role of marketing and communications in the not-for-profit sector, and the personal and soft skills needed when working in the charity sector. Tell us about yourself, how your career started and what you do at Campaign Against Living Miserably? I am the Marketing and Communications Director at CALM. I joined the organisation 2.5 years ago having moved from an agency where CALM was a client. I’ve worked with CALM from the days when there were just 2 people and the cause was very specific to male suicide. In 2017, I got the chance to join for a short period of time to land some big campaigns and I haven’t left yet! How do CALM differentiate themselves in the market? We deal with a difficult issue, shrouded with stigma and taboo so are unapologetic about bringing it to the public’s attention. We’re all about breaking down barriers and shifting culture, so you need creativity and personality to do that. You also need an open door. We’re reliant on a mass of enthusiasm and desire for change. How big is your team and what advice would you give anyone applying to be part of the team? The marketing and communications team is 9 strong. The team is a mix of generalists and specialists. We’re at the size where we need people to adapt to change and opportunity so we look for a variety of skills. Drive and desire are very important, but we also need people with tenacity and sensitivity. What personal and soft skills are most important when working in the charity sector? You need to be compassionate and empathetic, especially when working with the issue we do. So people need an element of resilience but not in the absence of support. What advice would you give to someone looking to make a move into a not-for-profit organisation from another sector? The not-for-profit industry can benefit from skills, ideas and energy from a mix of industries. You certainly don’t need sector experience to land a job at CALM, diversity is key to growing and getting better. How do you think the role of marketing and communications in the not-for-profit sector has changed over the years? It has become a lot more complicated, there are now more channels available. It is important to be aware of what each channel offers you. It’s easy to feel like you should try everything and be everywhere you can be but you need a lot more insight into performance and understand the nuance. Driving clicks is great but if you’re chasing people around the internet, is this good for your brand? We try to focus on delivering the right message to the right audience and generating the best possible engagement. If not in charity marketing/communications, what would the dream be? A professional golfer! Not because I love golf, or golfers – it just seems very cushy. Thanks for your time, and as a little treat for all of our readers - do you have any guilty pleasures you can share with us? Golf! Here at Pro, we have partnered with CALM - the Campaign Against Living Miserably, a charity which is close to our company. We will be working closely with CALM to create campaigns, increase awareness, and offer support through engagement and fundraising events. For more information on this article, or to find out how you can get involved with fundraising for CALM, contact Nicholas Ogden on 020 7269 6338 or nicholas.ogden@pro-recruitment.co.uk.

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60 Seconds With: Alison Goodman, Director of Income Generation & Communications at Noah's Ark Children's Hospice

Posted by Nicholas Ogden

Alison Goodman is Director of Income Generation and Communications at the award-winning charity Noah’s Ark Children’s Hospice. Alison has been with Noah’s Ark Children’s Hospice for 6 years and they have recently moved into their brand new children’s hospice building – ‘The Ark’ in Barnet! The new site and facilities are amazing and will provide support for many babies, children and young people with life-limiting or life-threatening conditions, as well as their families. This wonderful charity covers North and Central London as well as Hertsmere. Alison speaks with Nicholas Ogden, Consultant at Pro-Marketing about the incredible work undertaken at Noah's Ark Children's Hospice and offers advice for people looking to progress their career in the charity fundraising/marketing sectors. Tell us about yourself, how your career started and what you do at Noah’s Ark Children’s Hospice? I am the Director of Income Generation & Comms here at Noah’s Ark Children’s Hospice. Born and raised in Manchester, I came to University in London to train as a Primary School Teacher. After 10 years as a teacher and Special Needs Coordinator in Islington, I took a career break before what I thought would be a Deputy Headship, then a lifelong career as a Headteacher. During the career break I took a 6 week temp Community Fundraiser role at Terrence Higgins Trust, and left there 11 magnificent years later as a Major Donor and Celebrity Manager. After three and a half wonderful years as Head of Major Giving at Ambitious About Autism, I landed my dream job as Director of Income Generation at Noah’s Ark Children’s Hospice – my local hospice in Barnet. How do Noah’s Ark Children’s Hospice differentiate themselves in the market? Noah’s Ark is a vibrant, young charity - ambitious for our children and families and committed to staff development. I have a dynamic workforce who are challenged professionally and given the opportunity to shine. That’s why we were named Fundraising Team of The Year at the Charity Times Awards. When you interview someone for your organisation, what is the first thing you notice about a person and what does it tell you? The first thing I notice about someone is their energy…and it tells me how they will fit in with the team. Cross team working is essential and I need to feel that any new member of staff will work well with current members of staff. How big is your team and what advice would you give anyone applying to be part of the team? The Income Generation & Comms Team is 17 strong. The team is a mix of subject matter experts and those new to the third sector who are learning on the job. I consider anyone with the right energy, attitude and skill set - so long as they are managed by someone with the right experience, they will be an asset to the team. How would your team describe you? My team would describe me as high in energy, a relationship builder with a keen eye for detail, and obsessed with donor care. What advice would you give to your younger self? I would advise my younger self to consider the third sector – it never occurred to me – I fell into it by chance. What personal and soft skills are most important when working in the charity sector? Anyone who has ever worked with me will know that I am obsessed with donor care and that I believe fundraising is all about relationship building. If you are a good communicator who is interested in people then the charity sector is an ideal place to use your skills. What advice would you give to someone looking to make a move into a not-for-profit organisation from another sector? I took a huge pay cut when I moved into the sector. I knew my skills were transferable but I didn’t have the experience. Be prepared to start at the bottom to get into the sector and then look around and see what area of fundraising appeals to you most: writing trust applications, staffing a school fair, event organising or pitching to a philanthropist - fundraising roles are diverse and not all roles suit everyone. How do you think the role of fundraising in the not-for-profit sector has changed over the years? Fundraising has become more professional over the years but in essence, good fundraising is as it always was: having a good case for support; finding the right supporters and then involving them at the right time and in the right way… and then looking after them. If not in charity fundraising/marketing, what would the dream be? I still dream sometimes of being a Head Teacher – but it’s really only in my dream because in reality, in this economic climate and with all the challenges and restrictions teachers have I think I’d feel very stressed and I’d hate it! Any final words of advice for people looking to progress their career in the charity fundraising/marketing sectors? It’s a wonderful sector, exciting, challenging and collaborative. Find your niche and fly. Thanks for your time, and as a little treat for all of our readers - do you have any guilty pleasures you can share with us? My guilty pleasure is far too regularly checking our website for online donations… but shh… don’t tell anyone. For more information on this article, please contact Nicholas Ogden on 020 7269 6338 or nicholas.ogden@pro-recruitment.co.uk.

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Top Tips for Writing an Impressive Marketing CV

Posted by Nicholas Ogden

As a marketing expert looking for a new role, your CV can strengthen your personal brand, showcase your skillset and sell yourself as the right marketing professional for your ideal role. However, it can be a daunting task to sell yourself in your marketing CV. Here are the main steps to follow to write an effective CV and the biggest mistakes to avoid! 1. Make sure your marketing CV is tailor made When writing a marketing CV it’s always good to tailor it to the role or company that you’re applying to. Unfortunately, when it comes to CVs, one size doesn’t fit all. Don't just use the exact same CV for every role you apply to, edit it each time (even just slightly) to fit the specific role. As a marketing professional, you would never invest your budget in a campaign or spend time on design work without understanding your target audience and analysing customer behaviours before shaping your message. Approach your marketing CV in the same way! What areas of marketing do you specialise in? Are you a digital marketer, an SEO specialist, a content marketer, a social media expert, a or a multi-channel marketer? What kind of organisation do you want to work for? Are you looking to work for a marketing agency or for an in-house role? Maybe you want to join a large organisation with opportunities for international travel, or a small start-up with growth potential? These are the essential questions you should ask yourself before applying for any role, and tailoring your CV accordingly. 2. Quantify your most relevant experience Do you have any marketing qualifications? Fact and figures are a great way to reinforce your results and help you stand out. What specifically did you achieve in your last role - maybe you increased engagement across social media channels, won new clients, generated % ROI with a new marketing campaign, or increased traffic to your website through content creation? Think of your marketing CV as the About Us page on your website - it's your chance to sell yourself and showcase why you are the right choice. Highlight your relevant qualifications, marketing experience and your career achievements. Use your CV as a chance to highlight your unique selling points and don't include unnecessary details - stick to showcasing your skills and experience that make you the ideal person for the role. 3. Write an effective introduction As a marketing professional, you know more than anyone how an introduction or heading can either draw people in, or make them move on. Be selective and creative. When it comes to the introduction, or executive summary, of your CV, you need to think like a content marketer - highlight the reasons you are well suited to the specific role in a conversational way, explain your unique selling points and ensure that the employer wants to find out more about you. This is not only about creativity but also using your SEO knowledge to concisely summarise and include the relevant keywords, experience and skills to make your potential employer want to read on. Some companies may use an Applicant Tracking System and scan your CV for the inclusion of certain key elements before a human actually sees it. Identify key words and phrases from the job description and include them in your introduction, as well as throughout your CV. 4. Highlight your wide range of skills When applying for a marketing role, you of course want to make the experience and skills on your CV as specific as possible, particularly when applying for a highly specialised role. However, don't underestimate the value of your other skills and don't entirely miss them out. These include organisation skills (for managing multi-channel campaigns), numeracy skills (for analysing campaign performance and budgeting), digital skills (even without coding you'll need to show your aptitude for technology), communication skills (for written and video content, as well as communicating with your team, wider company and clients), and leadership and people skills (for understanding customers and clients, and managing a team effectively), as well as many more. 5. Protect your personal brand and keep formatting simple Although it is good to be creative and stand out, it is not always the best idea to do this through formatting. Employers will receive so many applications that basic errors could end in rejection. Bad formatting, typos, awkward layouts and inconsistencies can damage your brand and halt your application before it's even started - don't make that mistake! It’s always a great idea to put the order of your previous jobs in chronological order, and date them so it’s clear where you worked, when and how long for. If you don't do this, it instantly sends out the wrong message and reflects negatively on your organisational and communication skills and almost immediately disqualifies you from progressing further. While it’s fine to show a bit of personality in a CV do not go over the top. Nearly 40% of respondents in a YouGov poll put poor design down as a reason to disqualify an applicant. So what counts as over the top? Unusual fonts for one - stick with Arial, 11pt in black, it's easily read, smart and formal. What paper should you use? Easy - white A4. Do you need any snazzy borders to jazz it up? Absolutely not. Remember this is a professional document with the aim of selling you in a few seconds. You’ll definitely stand out using unusual formats, fonts and colours but not in the way that you want. Bullet points are your friend here. They’re to the point (no pun intended), easy to read and are great for people who are reading in a rush. Keep your CV clean and simple and let the content sell itself. 6. Honesty is the only policy It goes without saying that all information must be accurate and correct. Most companies carry out thier due diligence, so only note the skills you have, the systems you are capable of using, and the marketing knowledge you have gained in your career. There we have it - if you follow this advice and avoid the big mistakes, your marketing CV will be infinitely better and will strengthen your personal brand, showcase your skillset and sell yourself as the ideal marketing professional. If you need any further CV help or a professional point of view, then our expert marketing recruitment consultants are always happy to give you a few pointers. For more information on this article or for help with your marketing CV, contact Nicholas Ogden on 020 7269 6338 or nicholas.ogden@pro-recruitment.co.uk.

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Pro-Marketing - What's in Store for 2020?

Posted by Nicholas Ogden

2019 was a successful and record-breaking year for our marketing, communications and fundraising recruitment team. January started with the exciting official launch of Pro-Marketing as the latest of our charity and NFP brands, reflecting the growth of the Pro-Recruitment Group family, and our Not-For-Profit team has grown more successful throughout the past year. So where did it all begin? Prior to joining Pro-Recruitment Group, I worked for a global recruitment agency where I specialised in permanent Marketing and Communications roles for a variety of sectors. I wanted to join a team where I could become more of a market specialist focusing on permanent, contract and interim hires in a market that would give me greater fulfilment. Being a regular fundraiser and participant in charity challenge events away from work, meant that a move to recruit in the third sector was appealing and natural. I was given the thrilling opportunity to set-up Pro-Marketing which existed for a year without a brand while still seeing success, and so 2019 started with the exciting official launch of Pro-Marketing as the latest 'Pro' brand on our charity and Not-For-Profit team. We have had an incredibly successful second year as a team, and an impressive first year as our own official brand. Highlights so far! It has been highly enjoyable working such varied marketing, communications and fundraising roles as part of the charity and Not-For-Profit team at Pro-Recruitment headed up by Claire Stradling. I have enjoyed starting a new division establishing some long-standing relationships with a wide range of organisations across the UK. Partnering with a variety of large international charities through to small start-ups has been exhilarating and each recruitment campaign has offered different challenges. My clients have included high-income, well-established organisations through to smaller more niche charities. This year, we also released our Marketing & Fundraising 2019 Salary Guide. Based on the numerous jobs we've worked on in the last 12 months, our latest market update provides comprehensive and detailed salary guides for both permanent and temporary positions at all levels for the key roles and job functions across marketing, communications and fundraising. It also details notable trends and news within the sector, as well as the current skills in demand to strengthen operations. This has been a big project here at Pro-Marketing and has had an incredibly successful outcome - you can request your copy of our salary guide here to help you with your career move or recruitment needs. Our work throughout 2019 has enabled us to notice trends within the market. We found 2019 to be a year of increased fundraising recruitment, with more and more of our clients engaging us to consult and seek support on fundraising hires. Recent GDPR developments which have slashed fundraising databases inevitably drove a greater interest in talented email marketers and compliance professionals, which has been evident throughout the past year. With social responsibility becoming more a relevant issue in this age, charities are also finding that their greater brand transparency and accountability are attracting commercial talent into the sector. In an ever-changing digital landscape, the way charities' brands and stories are being conveyed are becoming more important, and more diverse across a range of audio/visual channels, meaning that digital and story based roles are becoming more at the heart of marketing and communications campaigns and in higher demand. Away from talent searching, I have had the great pleasure of being involved in the following: In September 2019, I took part in the RunTheRiver event along with a group of colleagues from Pro. We joined thousands of runners and ran 5k along the banks of the River Thames, raising funds for TeachFirst. This year, here at Pro we have announced our new corporate partnership with CALM - the Campaign Against Living Miserably. This small charity is leading a movement against male suicide, and we are proud to be partnered with them to raise awareness and funds to support this worthwhile cause. Over the past year we have participated in various events and set-up fundraisers in support of CALM, and we hope to do the same going forward in 2020. Focus for 2020! Here at Pro-Marketing, we are looking forward to widening our client base focusing on mid to senior level roles on a permanent, contract and interim basis. Please do get in touch with us to find out more about our exciting opportunities for 2020! Going forward into this year, we are also looking to expand the Pro-Marketing team! Why join the Not-for-Profit team here at Pro? If you are looking for a new opportunity as part of an exciting, close-knit team, and want to kickstart 2020 with a brand new role, then get in touch with us on 020 7269 6338. For more information and to find out more about how Pro-Marketing can help you in your job search, contact Nicholas Ogden on 020 7269 6338 or nicholas.ogden@pro-recruitment.co.uk.

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UK Charitable Giving is on a Steady Decline!

Posted by Nicholas Ogden

UK charities have faced a number of challenges of late which need addressing. Findings from the Charities Aid Foundation UK Giving 2019 report, released in May, showed that key measures of giving for charities are on a steady decline for the third year in a row and the same report also highlighted that trust in charities has decreased significantly too. The UK is the seventh most giving country in the world, but the not-for-profit sector is witnessing a downward trend in giving behaviours across the globe, including the UK. The CAF's World Giving Index examined data from the past 10 years, surveying more than 1.3 million people and found the recent downward trend in giving - now lower than in the aftermath of the financial crisis. As well as this decline in giving, it is evident that people's trust in charities and not-for-profit organisations is decreasing. Research shows that consumers - particularly of a younger generation - want to know the background and 'ins and outs' of the working of organisations before donating money or paying for services, and are also more likely to work for an organisation with a high level of social responsibility. With both giving and trust in decline, along with an increased emphasis on social responsibility, it is essential for UK charities to ensure they have clear brand transparency and accountability, as well as innovative fundraising strategies. Roles such as stories, content, case studies, digital and customer experience are all trending, and have proven to be key for many charities in showcasing their background and cause, all while building their brand transparency and accountability. Many charities over the past couple of years have also introduced a millennial, or GenY-friendly brand purpose. These generations have placed more emphasis and an increased importance on brand culture and transparency, and with people of this age now entering the workforce, it is important that UK charities recognise this in order to attract talent as well as support. However, it is not just the younger generations who are asking more questions. People typically want to know the full background of a charity and as sector specialist recruitment consultants, we are being asked questions about charities’ accountability from more and more people - whether this is how money going towards certain charities is collected or if a research charity uses animal-testing methods. Storifying answers to these questions that are increasingly being asked of charities can be key. Innovative campaigns that answer these questions in different content forms - whether through storytelling, case studies or digital marketing methods - are instrumental in ensuring that charities are accountable and attract as much support as possible. With giving and trust in decline across the UK charity sector, having dedicated marketing, communications and fundraising teams within your organisation can be of great value. For more information on this article, or help with the recruitment of marketing and fundraising professionals into your organisation, please contact Nicholas Ogden on 020 7269 6338 or nicholas.ogden@pro-recruitment.co.uk.

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Corporate Charity Partnerships - What are the Benefits?

Posted by Nicholas Ogden

A good corporate partnership can be mutually beneficial for both charities and sponsors. For charities, these benefits include increased funding, support and visibility, and organisations can benefit from good PR, brand building and the chance to make a difference and support a worthwhile cause. These partnerships are becoming more strategic, often tackling issues that staff care about whilst ensuring that sponsorship has the greatest possible impact. So, what are the main benefits of establishing strong corporate partnerships where the two sides can work together to bring about lasting change? Benefits of Corporate Partnerships for Charities One of the biggest (and most obvious) benefits of corporate partnerships for charities is funding. However, while the giant novelty cheque and one-off donation may have summed up how these partnerships worked in the past, organisations are moving instead towards more long-term strategic partnerships. Data gathered by LBG in 2018, the global standard in measuring and managing corporate community investment, showed that more than 70% gave strategically and less than 20% went in ad-hoc donations - a reverse from that of a decade ago. This shift can only have a positive impact on charities as funds will be raised in a structured manner, providing a longer-term sustainable income for charities, and partnerships will go beyond one-off donations. Another major benefit of corporate partnerships is increased awareness and visibility. Not only do these partnerships allow charities to reach a wide employee base, but they can also reach and engage with the organisations larger network. Communication and marketing plans can be invaluable in the context of a charity’s corporate partnership. The online and offline presence of a charity across a company’s network - whether this be branding on the company website, promotion across social media channels, offline collateral or fundraising activities and challenges which are promoted by an organisation - will increase awareness and engagement with a cause. While corporate partnerships offer benefits for charities themselves, they also offer the opportunity for charities to help a wider group of people by connecting them with teams and individuals who could benefit from the important work the charity does. A charity like CALM, for example, offers mental health training for managers and works with organisations to improve workplace wellbeing and help colleagues to take a proactive approach to looking after each other. Benefits of Corporate Partnerships for Organisations Selecting the right partner charity can prove to be invaluable for organisations. Partnering with a charity which shares an organisation’s core values will invite interest in a cause, invoke passion, and can increase staff engagement at all levels. Connecting with and supporting a charity, particularly one that means something to employees, will only have a positive impact on staff. On another note, businesses are increasingly investing time and money into causes important not only to their employees but also to wider society. CSR is a driving factor behind businesses dedicating time towards supporting charities and helps companies be socially accountable - to itself, its stakeholders and the public. Commitment to corporate partnerships has been driven by customers and employees who want businesses to be seen to be going the right thing, and commercial organisations are taking brand perception more seriously than ever. Corporate partnerships are a big way for organisations to improve their reputation and Dominic Cotton, founder of the CSR consultancy Epiphany found that the majority of consumers - particularly younger ones - will be more attracted to (and pay more) for a service when it comes from a company that is actively seeking to solve social problems. Increased awareness can benefit commercial businesses as well as the charities they are supporting. Implementing a well-thought-out marketing and fundraising plan will increase a charity’s visibility, but will also increase engagement with an organisation’s brand. For example, Peterborough United Football Club recently launched a social media campaign #UnitedWeWalk with Alzheimer’s Society involving short video clips and highlighting the impact of dementia to encourage people to take part in Alzheimer’s Society’s Memory Walk - increasing visibility of, and engagement with both the charity and the football club. Creative projects can help both parties stand out, a prime example of this being the Big Knit Campaign - an imaginative approach taken by Innocent which has raised over £2.65 million for Age UK and has become one of the most recognisable charity corporate partnerships in the UK. Here at Pro, we have partnered with CALM - the Campaign Against Living Miserably, a charity which is close to our company. This charity is leading a movement against suicide, the single biggest killer of men under 45 in the UK. We will be working closely with CALM to create campaigns, increase awareness, and offer support through engagement and fundraising events. For more information on how you can support our corporate charity CALM, or for help with the recruitment of Corporate Partnerships professionals into your organisation, contact Nicholas Ogden on 020 7269 6338 or nicholas.ogden@pro-recruitment.co.uk.

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