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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

  • Senior Individual Giving Officer (Acq...

    £30000 - £34000 per annum + competitive benefits package

    Senior Individual Giving Officer, 12 Month Fixed Term Contract (maternity cover), London, £34,000 Are you an individual giving professional who has experience in digital and DRTV acquisition campaigns (inclu...

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  • Acquisition & Conversion Specialist

    £25000.00 - £30000.00 per annum + competitive benefits package

    Acquisition & Conversion Specialist, London - £30,000 Do you have an individual giving, direct supporter engagement, and or an acquisition background? Do you have an interest in developing and establishing n...

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  • Head of Content & Digital Marketing

    £55000.00 - £65000.00 per annum + competitive benefits package

    Head of Content & Digital Marketing, London, £65,000 Do you have a background in digital marketing with a lead in strategy, delivery and policy? Do you have a digital user experience and customer conversion?...

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  • Senior CRM Campaigns Manager

    £55000.00 - £65000.00 per annum + competitive benefits package

    Senior CRM Campaigns Manager, London £65,000 PA Are you a CRM Campaigns professional who has experience of championing email channels and various other channel innovations? Do you have a background of workin...

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  • Senior Marketing & Business Developme...

    £35000.00 - £40000.00 per annum + competitive benefits package

    Senior Marketing & Business Development Executive - £40,000, London, Top 20 Accountancy Practice Are you a marketing & business development professional with a professional services background? Do you have U...

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  • Senior CRM and Conversion Manager

    £55000.00 - £65000.00 per annum + competitive benefits package

    Senior CRM and Conversion Manager, London £65,000 PA Are you a CRM and conversion and marketing professional who has experience of building engagement via websites? Do you have a background in customer segme...

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  • Senior Internal Communications Officer

    £34000.00 - £41000.00 per annum + competitive benefits package

    Senior Internal Communications Officer - £41,000, London, Health Regulator Are you an internal communications professional with a background in supporting an organisation's initiatives and strategy? Do you h...

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  • Supporter Data Analyst

    £28000.00 - £32000.00 per annum + competitive benefits package

    Supporter Data Analyst, London, Charity, 6-Month Contract, £32,000 pro rata Do you have an insight and analysis background? Have you supported an engagement strategy? Are you available for a 6-month contract...

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  • Supporter Insight Manager

    £38000.00 - £42000.00 per annum + competitive benefits package

    Supporter Insight Manager, London, £42,000 Do you have a supporter insight background? Have you used Alteryx and Tableau online? Would you like to work for an established national health charity? Pro-Marketi...

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  • Multimedia Producer

    Up to £34000.00 per annum + competitive benefits package

    Multimedia Producer, London, Charity, £34,000 Are you a creative Multimedia Producer designer with a background in developing creative work for various communications channels including digital, video, print...

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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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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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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!

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Should Charities Be Looking Outside of the Sector for Fundraising Talent?

Posted by Nicholas Ogden

Recruitment of fundraising professionals in the third sector is becoming more and more difficult - especially for more specialised roles. Charities tend to recruit from within the sector, but the fundraising landscape is changing and perhaps it is time that recruiters started looking for fundraising talent from outside the sector. Why is there a lack of fundraising talent in the charitable sector? There are several reasons that this lack of fundraising talent in the third sector can be attributed to. Salaries can be lower and benefits packages aren’t as good as the commercial or corporate sector, and fundraising skill sets are becoming more niche. Just like marketing roles where it is becoming more common for professionals to specialise, this is the same for fundraising. There are various different fund disciplines - including community, events, major donor, trust and foundations and corporate - each of which currently requires a more niche skillset and relevant experience than, say, street or telephone fundraisers. It is also fair to say that charities often make high demands whilst seeking fundraising talent, which is understandable considering fundraisers are a charity’s main source of income and the backbone of an organisation. However, perhaps charities are looking in the wrong place? Charities are often reluctant to stray from the requisite ‘charity sector experience’, which in reality is a rather vague and undefined requirement. Many recruiters in the charitable sector value more specialised skills and ‘tried and tested’ fundraisers, and are reluctant to look for candidates with a broader skillset including those transferable and soft skills that are so important in a potential employee. So, what can charities do to increase their fundraising talent pool? Perhaps it is time that charities considered the vast and diverse talent pool outside of the sector itself. Candidates from outside the third sector can find it tricky to move into charity fundraising, but in actual fact, many of these people have similar roles in a commercial setting and therefore have the relevant broader and softer skills needed to succeed. Bringing in candidates from the commercial or corporate sectors offers several advantages. Not only do they present a chance to absorb some of the successes from corporate sectors, but they can also bring in fresh approaches and ideas and offer a commercial and unique approach. But what actually makes a good fundraiser? Someone who is organised, persuasive, emotionally intelligent, focuses on team success, who has a passion for a cause and brand, and someone who can really ‘sell’ the organisation. These are all qualities that can be found in a huge variety of candidates outside the charitable sector, including professionals in sales, business development, marketing, PR and communications, to name but a few. Those with experience in marketing, PR and communications should perhaps be the easiest to recruit from outside the sector, as these roles require skills that are often directly transferable across sectors and that can be applied to a charity fundraising setting. Events professionals, in particular, probably offer the most relevant skillset. However, it is also not uncommon for salespeople or recruiters to move into fundraising, particularly corporate and major donor fundraising, which relies on building accounts with companies and firms - all transferable skills that should be valued by talent recruiters in the charity sector. People with voluntary experience should also not be overlooked. A charity worker who gets paid can be equally monetary-driven as passion-driven, whereas having voluntary experience demonstrates passion, commitment and dedication to a cause - invaluable skills in an employee in the third sector. More often than not, people who are looking to move into charity fundraising from outside the sector are overlooked, despite the other skills they have which would make them the perfect candidate for the role. If charities recruited from the corporate and commercial worlds, they would find a vast untapped talent pool who have proven experience in generating income, negotiating with high net worth individuals, and building and maintaining good relationships - all of which can easily be adapted to fundraising. Ultimately, when recruiting fundraising talent in the charity sector, it is important to start considering candidates from outside the sector and thinking about who is the best person for the job. Instead of simply focusing on where their previous experience has come from, maybe it is time to focus instead on where someone’s relevant and transferable skill set can add value to the charitable sector. For more information on this article, or to speak to Nicolas Ogden about your fundraising recruitment needs, contact him on 020 7269 6338 or nicholas.ogden@pro-recruitment.co.uk.

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The Importance of Marketing for Small Charities

Posted by Nicholas Ogden

As of October 2018, there were 168,186 registered charities in the UK and for smaller charities, marketing is an essential way to make sure that you stand out. Working in a marketing role within a small charity does come with some challenges, but there are various low-cost ways to utilise marketing tools and techniques to increase engagement, promote your charity’s cause and raise awareness to achieve your organisation’s goals. Smaller charities have smaller departments, which means most roles available are ‘all-rounder’ roles, with the opportunity to pitch in on different aspects of marketing within your organisation. While large organisations may have a designated digital marketing manager, or 3 or 4 marketing managers with split responsibilities, small charities tend to have one manager who covers all aspects of the organisation’s marketing, including digital, website, print and social media. Marketing in any organisation is dependent on the funding available, which is a challenge faced by small charities. When it comes to the charitable sector, funding depends on the target audience, the cause of the charity and how established they are. For example, an organisation like Age UK has a healthy income stream in the form of legacy fundraising, while other charity funding is more campaign and events focused. Smaller charities, in particular, may rely on community fundraising in the form of buckets, small partnerships and small community events. Marketing is an incredibly important tool for any organisation, but smaller charities need to ensure they market their brand and cause more often. If Cancer Research stopped marketing for a year they would no doubt still receive funds and donations due to their reputation and size, but this would not be the same for small charities. Therefore, it is especially important for those smaller charities to utilise the funding available to them and make the most out of the low-cost marketing opportunities out there to increase engagement, promote their cause and raise awareness. So, what marketing tools and opportunities are available for smaller charities? There is a huge amount of scope for charities to excel online, and digital marketing has changed the face of charity fundraising in recent years. Charities like the British Heart Foundation and the NSPCC have paved the way for better website experiences and mobile apps for charities. Of course, smaller charities have a smaller budget to work with, but digital marketing can be a very wise investment as it is a cost-effective way to reach the largest audience possible. Digital marketing allows your charity to reach both a national and international audience and techniques such as search engine optimization (SEO) - the process through which your organisation can improve visibility in Google search results - can help your charity to be found online. SEO, pay-per-click advertising (PPC) and social media marketing are all marketing techniques that can highlight your cause, drive traffic to your website and enable your charity to speak to and engage with a huge number of supporters globally. Charities tend to underutilise social media, although recent years have seen charities using social media more and more to reach new audiences. Ian Hurlock, director of customer experience at Lightful, a social media management platform for charities adds that social media allows charities to “be more creative while reaching goals”. A strong social media presence is a good way for small charities to increase awareness and engagement from supporters, and it doesn’t cost much! Challenges as the #MannequinChallenge and the #IceBucketChallenge are examples that demonstrate the power of social media as a means of digital fundraising for charities. There are, of course, opportunities for paid social media advertising to strengthen your charity’s online presence, but there are many free or low-cost ways to utilise channels as well, from customised filters to trending hashtags and video content. According to the haysmacintyre / Charity Finance 100 Index, which analyses how UK charities use different networks, Facebook and Twitter are the most popular social media platforms for charities. Don’t restrict your charity to just one online site, make sure to utilise as many channels as possible (as long as they are channels that play to your charity’s strengths) including Facebook, Twitter, Instagram, LinkedIn, Snapchat and YouTube. There are also opportunities for charities to get free or low-cost marketing support from a huge range of companies, including the social media management tool Sprout Social and email marketing tool MailChimp which offer discounts for charities. Additionally, there is support available from huge brands like Microsoft, Google and YouTube including: G Suite for Nonprofits which helps your organisation to collaborate more effectively with smart, secure business apps like Gmail, Docs, Calendar, Drive and Hangouts Meet Google Ad Grants which allows your charity to reach more donors online, raise awareness and recruit volunteers with in-kind advertising on Google Search YouTube Nonprofit Program which enables you to engage supporters with video content, reaching a global audience and amplifying your cause Google Earth and Maps which allows you to develop compelling data visualisations to track and share your charity’s impact Microsoft for Nonprofits which offers a range of products for free for NGOs and charities to help you get the most out of technology Corporate partnerships are another great way for smaller charities to get reach and engagement, as well as additional funding and support. More and more UK companies are moving away from one-off donations towards long-term partnerships with charities, and here at Pro, we have recently voted for our new corporate partnership with CALM, a small charity leading a movement against male suicide. To conclude, marketing can be an essential tool to ensure that your small charity stands out. Whether this is investing time and funding into digital marketing, utilising techniques such as SEO or social media marketing across various channels, or making the most out of the free or low-cost marketing tools available to you, there are various ways in which you can increase engagement, promote your charity’s cause and raise awareness. For more information on this article, or if you are looking for a Marketing professional to join your small charity, contact Nicholas Ogden on 020 7269 6338 or nicholas.ogden@pro-recruitment.co.uk.

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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! nicholas.ogden@pro-recruitment.co.uk 0207 269 6338 ethan.bresnett@pro-recruitment.co.uk 0207 269 6362

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