David Wright, who was previously marketing director at the Chartered Institute of Marketing, was appointed in June as the institute's first marketing and communications director. The post was created after an internal review recommended that the institute take a more structured approach to communications.
However, when Wright was unable to take up the £45,000-a-year post in August as expected, the institute revised its plans and decided to appoint a PR and communications manager instead. Lucinda Frostick (Gould until her recent marriage), who previously headed up PR at the Giving Campaign, has taken up the new role.
"The decision was made to split marketing from PR and communications," said Frostick. "I will be working on the communications side. We will still have a team working on marketing, but we will appoint an external marketing consultancy for major work such as the annual conference."
Wright was to be tasked with enhancing the public's understanding of fundraising by plugging the gap between public perceptions of fundraising and the reality. He was also expected to work on boosting the institute's public profile and to make it the definitive voice on fundraising in preparation for the launch of a new self-regulatory framework for fundraisers.
Frostick, who started on 11 October, said that she will focus on "PR and the broadbrush strategy of the institute". This will include communicating the progress of the fundraising self-regulatory system, and finding ways to increase membership.
The changes come as the institute prepares to move offices on 26 October to accommodate its own expansion and a new premises-sharing agreement with the Legacy Promotion Campaign.