A charity is running an advertising campaign, paid for entirely by the pharmaceutical giant GlaxoSmithKline, to attract more volunteer professionals.
GSK is paying £15,000 for 18 adverts to appear in The Times and The Daily Telegraph between now and the autumn on behalf of Reach, which matches professional volunteers with third-sector organisations. The Donate Your Brain ad features a strapline that says "GlaxoSmithKline generously funds this campaign".
Reach's annual turnover stands at only £450,000, but it places more than 1,500 volunteers a year.
Andrew Phillips, development manager at Reach, said the group found it hard to attract traditional corporate support such as charity of the year deals because it is a "second-tier organisation".
Last week, Third Sector reported how corporate donations had fallen to 1 per cent of the sector's income.
- See Editorial, page 22, and Hot Issue, page 23.