Saxton, who is also founder of charity think tank nfpSynergy, said this was the biggest challenge facing people working in charity media roles.
He said: "A lot of people still see a communications strategy as a nice thing to have but not something that should be at the heart of everything a charity does. It's not a sideshow; it's what makes the difference between a good charity and a great charity."
Saxton will be setting out "10 big scary challenges for charity communicators" at the first seminar organised by CharityComms this afternoon. The free event takes place at the Royal Institute of Chartered Surveyors in London.