Organisations 'failing to share their visions'

Anita Pati

More than one in five charities are failing to communicate their vision to the wider public, according to not-for-profit think tank nfpSynergy.

Its Mission Impossible research looked at 80 of the UK's largest charities' websites to assess how an outsider might perceive their mission, vision, purpose, values, beliefs and straplines.

The study found that a quarter of charities failed to showcase their strapline, which nfpSynergy defines as the charity's essence.

"It is staggering that a significant proportion of even the larger UK charities still lack any effective statement of their essence," said Joe Saxton, co-founder of nfpSynergy.

VSO's 'Sharing skills, changing lives' and World Vision's 'Poverty, together we can end it' were identified as the two most inspiring straplines.

The study also found that the word 'support' featured most commonly on websites, followed by 'respect', 'partnership' and 'local'.

Gillian Egan, account director at charity communications agency Burnett Works, said: "It is vital that there should be a statement that clearly explains what the charity is about. Competition between charities is getting hotter as they try to mark out their territories."

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus