Charities are tackling some of the biggest issues that society faces, and after two years of pandemic there is no respite as the cost-of-living crisis puts the sector back on the front line.
It’s “once more unto the breach” for charity communicators, who must find new ways to engage, support and give voice to those who are most in need but too often overlooked.
This is a social emergency that has sadly been the reality for many families for decades.
The Office for National Statistics reports that almost 90 per cent of British households faced a rise in their cost of living last month as they were hit by escalating fuel, food and borrowing costs.
A quarter of all those surveyed were already struggling to pay their bills and 17 per cent had turned to loans or borrowing on credit cards to make ends meet.
Charities from Citizen’s Advice to FoodCycle and the Young Women’s Trust are again working flat out to provide employment and debt advice, food, shelter, and mental health support.
Communications teams - often small and stretched – have to think on multiple levels, helping people to cut their living costs right now while never losing sight of the big picture, and campaigning for better government policy and corporate behaviour that can break the cycle.
This is a tricky balancing act, and one that can take its toll. Like many teachers and health professionals communicators are running on empty, but day after day we see them push on to help.
We must find ways to take the pressure off and provide the resources and sense of fulfilment they deserve, if we want them to keep up the good fight.
Adeela Warley is chief executive of CharityComms
