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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

  • Head of PR

    £40000.00 - £47000.00 per annum + competitive benefits package

    Head of PR, London, Cultural Visitor Attraction Group, 47,000 PA Are you experienced in managing an organisation's media and PR programme? Do you have a background in promoting stories across various channel...

  • Reviews Editor

    £30000.00 - £37000.00 per annum + competitive benefits package

    Reviews Editor, London, Health Research Charity, £37,000 Are you a reviews editorial professional with peer review medical publishing experience? Do you have a PhD or MD equivalent? Would you like to work fo...

  • Senior Contract Officer

    £25000.00 - £31000.00 per annum + competitive benefits package

    Senior Contract Officer - £31,000 + Benefits (12-Month FTC), London Do you have a notable contract management background in a regulated environment? Do you have contract management experience with supplier m...


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...


Companies Nicholas has worked with

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  • W1siziisijiwmtgvmtivmjevmdkvntuvntcvmtu3l0nhc2ugu3r1zhkgtg9nbybuzw1wbgf0zsaomtu4edgychgpicg0ks5wbmcixsxbinailcj0ahvtyiisije1ohg4mimixv0
  • W1siziisijiwmtkvmdevmtevmtivmjgvmzavota5l1byby1nyxjrzxrpbmcgr09tsc5wbmcixsxbinailcj0ahvtyiisije1ohg4mimixv0

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.


nicholas' articles


Fundraising Challenge Events Facts

Posted by Nicholas Ogden

This week, Pro-Recruitment Group have the wonderful opportunity to be joining thousands of runners on the banks of the River Thames for a twilight 5k or 10k. The prestigious RunTheRiver 2019 event is taking place on September 17th and Pro-Recruitment Group is proud to have 8 participants who will be running through some of London’s most iconic landmarks. All funds are being raised for Teach First, a social enterprise which aims to address educational disadvantage in England and Wales. This organisation is providing a fantastic education campaign for children across the UK and Pro-Recruitment Group are very pleased to be able to offer this charity some support. New challenge events and sporting fundraisers are often pursued and attended by the terrific staff at Pro-Recruitment Group. Charitable reports show that these events are a growing format of fundraising for UK charities. Within our Pro-Marketing charity and not-for-profit team, my colleague Ethan and I have recruited for numerous challenge events roles and as such we are familiar the importance of these events for charities. On this topic, below are a few UK challenge event facts that have been identified by Third Sector News, 2018 Sports Fundraising Monitor and other reports: Total collective fundraising raised form the UK’s largest sports and challenge events rose by more than 10% in 2018 to a total of more than £150 million The top five sports and challenge events in terms of money raised in 2018 were: -Virgin London Marathon -Simplyhealth Great North Run -Prudential Ride London -Royal Parks Half Marathon -Brighton Marathon Weekend Running has been the biggest constant driver of growth in sports fundraising accounting for an impressive 62% of all online sports fundraising pages reviewed (beating cycling, swimming, and triathlons) 92% of fundraising event participants would consider supporting the same charity again Sporting and community events are the two areas where most charities are seeing an increase in demand. Challenges and events are considered an important part of a charity's fundraising, accounting for between 25 – 50% of overall annual income. For an additional third of charities, events accounted for between 15 – 25% of annual income. It is also interesting to note that these reports suggested that the number of fundraisers signing up for shorter distance challenges of 10K and less has grown rapidly. Despite these events typically being a lower average value in fundraising it perhaps shows that people who are looking to improve their basic fitness levels whilst fundraising for good causes is becoming more popular. Charities that can support and encourage these individuals in a safe environment may be able to inspire them to be repeat fundraisers by stepping up to higher-value and more challenging distances. I work for Pro-Marketing at Pro-Recruitment Group in the Charity and Not-For-Profit team focusing on mid to senior-level Marketing, Communications, Fundraising and Events recruitment appointments across all levels on a permanent, contract, and interim basis. I welcome anyone to share their thoughts on this topic and to please check out our latest roles too!


Introducing Pro-Marketing

Posted by Nicholas Ogden

In December 2017, I joined Pro-Recruitment Group’s highly respected charity and not for profit team to start a Marketing, Communications and Fundraising division to add to the existing recruitment offering of Finance, HR, Legal, Tax, and Executive Appointments. I am now delighted and excited to share, that 14 months on, I can officially introduce Pro-Marketing as the latest brand of the growing Pro-Recruitment Group family. 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. Highlights so far! 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. It has been extremely rewarding introducing professionals equipped to fulfil each client’s requirements, for example start-ups have needed brand marketing to establish their online presence and larger organisations have needed PR expertise. It has been enjoyable working such varied marketing, communications and fundraising roles but as the workload got increasingly busy mid-way through 2018 it was quickly apparent that I could not manage it all alone and so Loren Von Sternberg did a wonderful job in finding Ethan Bresnett to come and support me. Ethan has already contributed greatly to the rapid growth of Pro-Marketing by leading many successful recruitment processes. Away from talent searching, I have had the great pleasure of being involved in the following: In September 2018 I was honoured to be invited to lead and present several evening sessions to many skilled charity events professionals at the illustrious Churchill War Rooms for the Special Events Forum on the topic of Career Development as well as participate in a panel Q&A. In December 2018, I took part in the London Santa Run in Victoria Park where, as part of a team, I completed a 10k run whilst modelling a Santa outfit to help Starlight Children’s Foundation. Focus for 2019 Ethan and I 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 2019! 0207 269 6338 0207 269 6362


Career Development And You

Posted by Nicholas Ogden

Earlier this month, I had the wonderful opportunity to present a couple of evening sessions to many skilled charity events professionals. This was for a Special Events Forum on the topic of career development, and I also participated in a panel Q&A at the illustrious Churchill War Rooms. The evening was well attended and generated some interesting discussion points! Upskilling was a key theme of the night and with those that attended it was agreed that an upskilling mindset is something that many individuals need to adopt in order to enhance their career development. Following these conversations, I have identified four steps (modestly) that ought to be considered for a positive upskilling mindset: 1. Believe in yourself and be ambitious The charity events profession is traditionally very female dominant, and I was intrigued during my research to discover quotes such as “Men apply for a job when they meet on 60% of the qualifications, but women apply only if they meet 100% of them” (Harvard Business Review). Now, this certainly is not a factor entirely reflective of men or women’s attitudes to the application process, but it did make me wonder if that is something that may be holding many people back in my industry from progressing. I always advise job seekers in my market to believe in themselves and go for things that are realistically within reach. You cannot always have experience of everything listed in a job specification, and often those that are starting roles that meet all the criteria are more likely to be less motivated when joining. This can then result in a low retention period rate as they leave in seek of more challenging roles. Short term contract roles can, of course, be an exception to this! 2. Be self-aware When reflecting on our skill sets we need to be honest about what our strengths and weaknesses are. It is quite common for people to hide or subconsciously delude themselves on what they are good at or not good at, to avoid admitting any flaws. To advance it is pivotal to highlight areas in your profession that you struggle with to tackle this head on to improve and help fast-track development. 3. Create a career plan Many do know what they want to achieve in their career, but few have this recorded in the form of a plan. I would advise having an open conversation with either your manager or a recruitment consultant sector specialist like myself to set a strategy. If you verbalise this externally to someone else and put this into writing, you are far more likely to make the efforts to achieve the goals you have set! 4. Discover your motivations Motivations are very personal, and this is not something I as a recruitment consultant can identify for someone. However, I can have conversations with individuals to help discover these. Setting personal goals can really help shape a career plan and assist with knowing what will appeal best for when approaching new job opportunities. I would recommend establishing on what is wanted from each of the following areas: • Family and social life • Health and fitness • Personal development (away from work) • Travel • Material • Community service • Spiritual To conclude: • Believe in yourself and be ambitious • Be self-aware • Create a career plan • Discover your motivations I work for Pro-Recruitment Group in the Charity and Not-For-Profit team focusing on mid to senior level Marketing, Communications, Fundraising and Events recruitment appointments across all levels on a permanent, contract, and interim basis. I welcome anyone to share their thoughts on this topic and please check out our latest roles!


60 Seconds With: Dr Hugh Milroy OBE PhD, CEO at Veterans Aid

Posted by Nicholas Ogden

What does Veterans Aid do well? We prevent vulnerable veterans from becoming homeless and break the cycle of dependency that prevents those who have fallen through the cracks get back on their feet. We’ve tackled homelessness from both ends and our average success rate is 90%. There are now very few genuine veterans on the streets regardless of what you find on the internet or in the media. We’ve done a good job and people are coming from around the globe to see our post-modern formula for beating homelessness! What advice would you give yourself 10 years ago? Be very deliberate about wanting to be in the sector. I did my Doctorate with employment in the sector in mind. If not in charity, what would the dream be? It would still be to be involved in something that helped make the world a better place for all… What is your morning routine before work? I wake every working morning at 0430 as I have to be at the station around 5.30. I always fall asleep on the train! I was asked in a radio interview once how long my commute took…I replied, “two minutes – I get on the train and two minutes later I seem to be in London”. How would your team describe you? Difficult question but I suspect would be something about passion, strong-supportive leadership and moral courage. Who is your hero? Geoffrey Studdert Kennedy. What is your life hack / top tip? Empower people! What is the biggest challenge facing the Charity world at present? The use of sadness porn as a marketing tool must cease. It is immoral. The problem for those in the financial sector who wish to be philanthropic is that large charities can afford to create fundraising campaigns often based on exploitation and exaggeration. They suck up vast sums of cash…small charities can’t compete. The current situation does not guarantee that money from philanthropic sources will have the desired effect. The rich charities seem to be getting richer at the expense of smaller delivery charities. Back to 60 Seconds archive >>


How Can Marketing and Communications Support the UK Charity Sector?

Posted by Nicholas Ogden

2018 was a transformative year for charities with the sector facing many challenges, and this year a 'quiet marketing revolution' has been happening in the charity and wider Not-For-Profit sector. Organisations are looking to not just help those in need but empower them as well – how can marketing and communications help? 2019 has seen brand purpose come under the spotlight and scrutinised like never before, with criticisms particularly prevalent when it comes to commerce and corporate businesses trying to 'do good'. This scrutiny has also extended to the Not-For-Profit sector and charities are moving away from a paternalistic approach to one of empowerment in the way they market themselves and their services. Allys Thomas, Oxfam's Head of Brand explains: "There has gradually been more appetite for [images of empowerment] and charities themselves can play a role in driving and shaping that too, so it's become about how we can challenge and change public discourse as well as respond to it." Not-For-Profit organisations should think about marketing as more than simply a way to raise more money towards a valuable cause, but it is also important that charities utilise marketing and communications tools to promote their cause, raise funds, and portray themselves in the desired way. Global Corporate Social Responsibility Director, Frank Krikhaar, of global marketing agency Dentsu Aegis Network, identifies what the charity sector could learn directly from the marketing world - what he considers the 4 C's. 1. Consolidation Mergers and acquisitions are commonplace in the marketing world and it has been often identified that mid-sized charities are often competing against other similar sized charities working on the same cause for the same pot of money – why not consider merging? A recent example of UK Charities joining forces would be Beating Bowel Cancer and Bowel Cancer UK merging in December 2017 – if charities have shared goals, executives ought to consider strength in numbers. 2. Collaboration If a merger is improbable then what about collaboration? Working together should certainly be considered more frequently amongst UK charities. This concept is not absent from the sector as in larger charities, internal marketing, communications, events and fundraising departments collaborate together as they all work cohesively to build awareness and raise funds. Collaboration is encouraged in the marketing agency industry as seen with the Common Ground UN initiative bringing together some of the biggest advertising holding groups curbing competition to tackle the United Nation’s Sustainable Development Goals as together they support and promote global issues. Charities can identify opportunities to collaborate externally with other charities such as hosting challenge fundraising occasions such as long distance running events. Collaborating not only helps drive and increase support for each cause but also contributes enormously to the atmosphere, which makes attending memorable. 3. Content It has been consistently noted by numerous marketing leaders that content is key and the UK charity sector should also continue to integrate this. Charities of all sizes can participate as creating content can be inexpensive but still highly engaging. A great example of planned content is Great Ormond Street Children’s Hospital’s storytelling with #OneDayAtGOSH consisting of hourly shots and snippets from the hospital - the use of Instagram stories can be excellent in supporting this and can help build a following in the same way successful vloggers use these tools. Aside from this, the effective use of all social media platforms, the creation of short videos and graphics, and the regular publishing of blogs on behalf of a charity are all ways in which low-cost marketing initiatives can be incredibly effective. 4. Confidence Have confidence in digital marketing as these tools can be very progressive as seen in recent years with the rise of Crowdfunding and GlobalGiving which has changed the donor culture and landscape. Particularly useful are mobile and digital fundraising platforms like instaGiv - partnered with more than 300 UK charities including Macmillan Cancer Support, Tearfund and Amnesty International, instaGiv offers a range of mobile and digital solutions for the third sector and has helped raise over £7.5m. Recent reports on Activate - a texting platform that lets charities talk directly with supporters in real-time - have also seen positive results. The app has been widely texted in the UK and a few charities have now used Activate in the UK, including the People's Vote campaign. Patrick Heneghan from People's Vote said: 'Activate has been a valuable tool in our campaign. We reached thousands of supporters within minutes and had an expert team at the ready to engage in conversation and drive action. We used Activate to recruit volunteers, get people out to events and raise significant funds.' The younger generations are increasingly interested in how the money going to charities is collected – storifying this as a campaign can blend well in the form of content as mentioned above. The digitally savvy Generation Z are now entering the UK workforce, so incorporating digital trends will attract them and encourage donations and we may even find that these younger generations will change the future path of marketing and communications in the third sector. To conclude, if the competition is close and funding is limited – perhaps acquisitions or working together to achieve shared goals is the way forward for charities this year. Not-For-Profit organisations should also be embracing digital platforms for marketing and advertising and become part of a sector-wide progressive movement to empower people, which will simultaneously attract the generations entering the workforce in the coming years. Lastly, plan content and don't be afraid to get creative - the more creative, the better story created for your brand and the more memorable your content and campaigns will be! Here at Pro-Marketing, we focus on making Marketing, Fundraising and Communications appointments across all levels in the Charity and wider Not-For-Profit sector. For more information on this article or to speak to our industry experts about your future in Marketing, contact Nicholas on 020 7269 6338 or


Organisation Survival! Why Crisis Communication is Critical

Posted by Nicholas Ogden

For every organisation, large or small, it is essential to establish a good crisis plan. Effective and consistent communication is crucial to the everyday functioning of a business and even more so during a crisis. Yet it is surprising how many organisations, including leading international charities and NGOs, do not have an effective plan in place to ensure sensitivity and survival in a time of crisis. Here at Pro-Marketing, we have partnered with and spoken to some high profile Communication and PR professionals who have indirectly provided national brand media reaction statements over recent years. These conversations have provided an in-depth insight into why crisis communication is critical and how it should be carried out to avoid further brand detriment. So, how can your organisation establish an effective media crisis plan? This short read provides five essential steps that need to be considered to ensure organisation survival in times of crisis when you may find yourself under the spotlight. 1. Have a Plan Don’t wait for a PR or social media crisis to put a plan in place! Ensure that your organisation has an established template and format to be adhered to when an emergency situation arises. This is particularly important for executives with a media presence or those who are representing your organisation - it is essential that these people are aware of any fixed processes, and it is worth introducing a company policy where only authorised speakers are permitted to engage with the media. Your plan should not only include reaction times and an agreed-upon format, but should also allow for flexibility with regards to potential audiences. When responding to a media crisis, it is crucial that your affected audience is at the forefront of your plan, and making sure that any communications are in their interest is key. 2. Don't Panic Stay calm and ignore the inevitable and instantaneous pressure from the media to give an immediate response. It is important to consider the angles of the media and your audience, and produce a clear message. A premature response could be inadequate, uninformed, and lacking a complete picture of the scenario at hand. So, no knee-jerk reactions - this could actually do your organisation more damage than good! 3. Address the Crisis It is imperative to respond to and acknowledge a crisis that relates to your organisation, whether this be directly or indirectly. It is at this stage when you are addressing the crisis itself, that you need to ensure you acknowledge and, if appropriate, sympathise with the perspective of any victims. Major errors on behalf of organisations in recent years have included the covering up of incidents and in cases such as these, it is crucial that mistakes or incidents are acknowledged, investigated, and dealt with in a professional and timely manner. 4. Bespoke Response While having a plan is valuable, it is also just as important that each scenario is tailored to circumstance. Each crisis situation is inevitably different from the last, and therefore a bespoke response is needed! Any responses or messages communicated by your organisation need to not only be factual and transparent, but human. 5. Set Clear Actions Moving Forward! As an organisation, establish a clear action plan on how to support those affected, whether it be compensation, help and support, or anything else which relates appropriately to the specific scenario. This often means an organisation needs to step back from self-promotion and speak honestly and transparently about any errors and how these errors will be addressed going forward - this will undoubtedly be beneficial for your organisation in the long run. To conclude: Have a crisis communications strategy in place to avoid shell shock when a crisis arises and incompetence in responding to a critical situation. Be prompt in addressing the issue but do not rush communication to the detriment of your organisation. Tailor any communications or messages to show care and consideration towards those affected, and clarify a future company policy demonstrating that lessons have been learnt. For more information on crisis communication, or for Marketing, Fundraising and Communications roles in the Charity and Not-For-profit sector, contact Nicholas on 020 7269 6338 or


Happy New Year! Marketing Trends for 2018

Posted by Nicholas Ogden

2018 is now here and many of us will have reluctantly made New Year’s resolutions to better ourselves (myself included). Marketing Professionals also need to be self-reflective for 2018 and will need to be resolute with their approach to creating a marketing strategy for the upcoming year to avoid outdated concepts. However, this does not faze marketers. As a breed, they are experienced in being adaptable…Over the past decade, many (not all) industries have seen significant marketing changes with the rapid rise and growth of digital marketing which in addition has brought in a new world of painful marketing acronyms SEO, PPC and UX to name a few. So what is going to be trending this year? Award-winning columnist and marketing professor Mark Ritson has identified seven marketing bandwagons for 2018 in an amusing article published in December 2017. Mark’s 2018 checklist includes: 1. Be Artificially Intelligent (AI) AI-powered marketing tools used effectively enables customers to be engaged in a personalised and purposeful way – use data analytics wisely! 2. Be Virtually Real Virtual reality is undeniably a cool phenomenon, but it has not yet made itself into mainstream marketing. Some organisations are experimenting with this technology to create a more personalised and engaged customer experience. 3. The Chief Content Officer is King This is all about connecting with customers via content creation so the target audience can access it naturally. If there is no Chief Content Officer leading from the top, then ownership needs to be taken! 4. Storify Everything Storytelling is key to building a brand. It delves into our human emotions and can complement content creation superbly! 5. Target Millennials - and Only Millennials This is pretty tongue-in-cheek as other generations should not be discounted. However, what we can infer is that millennials are coming of age and having grown up with digital technologies, they are generally more receptive to these channels. 6. Have a Millennial-Friendly Brand Purpose When targeting millennials it is important to be aware that as a generation millennials are deemed to care about the culture of a brand and are particularly captivated by transparency. 7. Blockchain, Blockchain, Blockchain This has been continually mentioned towards the end of 2017 and many are still not sure what this is - it is a continuously growing list of records (blocks), which are linked and secured using cryptography (essentially it allows information to be stored and distributed, but not copied). The impact this has on marketing will enable marketers to communicate directly to their audience through adverts by cutting out the middleman. Mark’s humorous piece is entertaining and does really highlight the need for a greater focus around the customer journey and the desire for personalised content. I think the increased customer focused approach was seen in 2017 with the rise of customer experience marketing roles being introduced and recruited across sectors and is something we are going to see more of in 2018 – fingers crossed in the rail industry (I am looking at you Southern Rail!). About Me: I have recently joined Pro-Group in the Charity and Not-for-profit team focusing on Marketing, Fundraising and Communications appointments across all levels on a permanent, contract, and interim basis. I welcome anyone to share their thoughts on these trends and please get in touch to find out more about the exciting opportunities in 2018!