Strategic communications can help charities punch above their weight and level the playing field in today’s challenging and complex environment. A clear brand identity, transparency and creative engagement are crucial for long-term success.

Charities are big business – in the UK, the sector is worth around £88 billion, with around 170,000 charities registered with the Charity Commission. 8,500 new charities were officially registered in 2023 alone. Yet unprecedented global challenges in the last few years and the cost-of-living crisis mean its an increasingly difficult environment to operate in.

Strike has undertaken research into the UK charity sector to understand the role that strategic communications is taking in helping charities and purpose-led organisations navigate the challenges and cut through the noise.

The key issues currently faced by charities are:

• Limited resources for communicators

• A crowded landscape (for instance, there are more than 800 cancer-related charities)

• Building trust and credibility

• Navigating complex issues in a highly politicised and often polarised environment

• Keeping up with digital transformation and the growing role of AI

A strategic approach to communications enables charities to achieve their business objectives by strengthening their presence, building credibility, and engaging meaningfully to develop sustained relationships with stakeholders – all of which reap longer term rewards.

Key strategies for effective communication include:

• Clear brand identity and narrative. Smaller charities often have an advantage here, as they are typically more focused in one area. Once a narrative has been created, it must be consistently reflected across all channels, and regularly revisited to ensure it remains sensitive to the current environment.

• Transparency and accountability. Maintaining transparency is crucial for building trust with both donors and beneficiaries. Even when things don’t go as planned, being open about mistakes supports longer-term credibility. Staff and volunteers also need to feel they can be honest internally – an internal culture will be reflected externally.

• Crisis management. The best way to minimise damage is to be prepared for it. Having a comms risk register and crisis comms strategy and reviewing them annually will avoid organisations scrabbling around when a crisis breaks out of hours, enabling them to respond swiftly and confidently.

• Strong partnerships. Collaborating with other organisations, influencers, and media outlets can extend the charity’s reach. Strategic partnerships bring more than just funding – they can help amplify the charity’s message beyond its own channels and build credibility through endorsement.

• Creative engagement. To cut through donor fatigue after years of global crises demanding public support, charities must find new and creative ways to engage. Balance is vital here too – using human storytelling, but showing positive outcomes, not just disaster.

Many charities still rely too much on tactical, hand-to-mouth approaches to communication. By recognising the value effective communication will bring and investing in longer-term communication strategies aligned to business objectives, even the smallest charities can make the most of their communication resource. This will enable them to cultivate trust, understanding and meaningful relationships that will ultimately support sustained growth and impact.