As donations fall and expectations rise, charities need to become more business-like, improving their skills in marketing and leadership, says Professor Ian Bruce Charity income which has been earned is now dominant, rather than income from donations. As little as 15 years ago donations provided charities with half their income and only just over a third was earned from contracting and individual purchases. The position is now reversed with the typical charity earning over half their income (55%) and voluntary income (donations, grants and legacies) providing just over a third (39%). This has revolutionised how all but the smallest of charities have to be managed. The ABC of marketing for charities Quite apart from needing to be financially more savvy, the business method which best guides the new business-like behaviour is marketing. As it is a customer-centred approach, it is particularly appropriate for organisations focusing on people who need help … (To read the full article, subscribe below)

Profsessor Ian Bruce CBE is Life President of the Centre for Charity Effectiveness which he founded in 1992 at City, University of London’s Cass Business School