Guest blog: What’s good for one good cause is good for us all

Leigh Daynes is director of advocacy, campaigns and communications at charity Plan UK

According to the most recent figures available online, the voluntary sector spent £2.6 billion on marketing communications in 2007/8. This enormous spend has been matched by increased professionalism among third sector communicators, propelling charities into the communications mainstream.

‘Big noise’ causes now compete with super consumer brands; and ever discerning punters now treat worthy causes that manage to catch the eye in the same way as household name goods and services.

This pushes already well known causes up the ladder of public trust and support. The biggest charities are on a relentless mission to hoover up ‘top of mind’ status and invariably have the budgets to match. But does this matter?

On one level, yes, it does because a small coterie of organisations dominate the marketing landscape. But at a deeper level it’s a positive contribution, both to the diversity of the third sector and to the market place. What’s good for one good cause is good for us all.

And that’s the thing about charity.  There is one charity for every 344 people in the UK – providing a wealth of much needed services, advocating policy change and campaigning for justice.

Individuals feel the relevance and benefit of this work on a deep and personal level – and we pledge our support in time and money accordingly. That support will never be restricted to the most famous causes.

It’s true that the less well known have to work hard to be heard.  But that doesn’t have to be a mega-bucks business.

As one voluntary sector commentator said recently, ‘when the money stops, creativity begins’.