# Small Charities Coalition launches first Christmas ad to encourage support for smaller organisations

- Link: https://fundraising.co.uk/2017/12/18/small-charities-coalition-launches-first-christmas-ad-encourage-support-smaller-organisations/
- Published: 2017-12-18T09:00:51+00:00
- Author: Melanie May

**Friday’s Local Charities Day saw the Small Charities Coalition launch its first
ever Christmas ad asking the public to consider giving to smaller organisations 
this festive season.**

 

The one-minute video shows snippets of footage from six small charities and asks
the viewer to consider donating to a small charity this Christmas, rather than the
bigger household names they are more likely to have heard of. The advert was first
shown on the [Small Charities Coalition](http://www.smallcharities.org.uk/)‘s YouTube
channel and then shared with its 8,700 members across the UK via email and social
media.

## Advertisement

 

https://twitter.com/sccoalition/status/942403483541606401

 

The Small Charities Coalition has also warned that hundreds of its members face 
an uncertain future because, according to the [NCVO Almanac 2017](https://data.ncvo.org.uk/a/almanac17/size-and-scope-2/),
80% of donations go to the top 3% of the largest charities.

 

Mandy Johnson, Chief Executive of the Small Charities Coalition said:

 

> “Whilst we don’t want to criticise the larger charities for the amount they spend
> on advertising, we felt it was important that the Small Charities Coalition does
> something to ensure that small charities aren’t forgotten during the festive period.”

 

Emily Swords, Chief Executive of [Theodora Children’s Charity](https://uk.theodora.org/),
one of the charities featured in the advert, commented:

 

> “Christmas is a particularly busy time for us. With our frontline resources stretched
> we find it difficult to find the time to carry out extra fundraising activities
> to cover the additional costs that we incur. In the meantime, we know that many
> people will be donating to larger charities who can afford to advertise on TV 
> or send letters asking for support.”

 

The advert was written, directed and produced on a pro bono basis by broadcast content
and TV advertising agency, [Tigervision](http://tigervision.com/). It is set to 
a piece of music composed and performed by a volunteer specifically for the ad.

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