# Marketing skills even more essential for fundraisers, says survey

- Link: https://fundraising.co.uk/2007/03/12/marketing-skills-even-more-essential-fundraisers-says-survey/
- Published: 2007-03-12T11:51:35+00:00
- Author: Howard Lake

It’s time to brush up on your marketing qualifications and experience if you want
to get ahead in fundraising, according to a new study by customer communications
specialists [Broadsystem](http://www.broadsystem.com/industrysectors/charity.htm).

They have found that the third sector “is more dependent on the expertise of marketers
than ever before”.

Analysis of The Guardian’s appointment pages over the last few months show that 
the number of charitable organisations advertising for fundraising personnel stipulating
marketing experience as “a must have” has risen by 12% since the same period last
year.

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Caroline Worboys, CEO, Broadsystem, said: “I am unsurprised by these findings as
consumers are increasingly being bombarded by advertising messages meaning that 
charities have to fight their commercial counterparts for share of voice, which 
is where the expertise of the marketing profession comes in.

“To reach younger audiences whilst retaining and strengthening existing donor relationships
charities must adapt their fundraising strategies to include three vital components:
increasingly utilise and enhance existing data to devise optimised contact strategies,
expand the scope of all marketing programmes to include both web and mobile interaction
and maximise return on investment by allocating spend on prioritised basis to support
overall funding objectives – all of which is the domain of a marketer.”

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