Report states need for stronger brands

Charities need to build stronger brands in order to recruit and retain good staff, according to a new report by the City Parochial Foundation.

Valuing Potential points out that grant makers often find that potentially exciting and important schemes fail to launch, or are delayed due to a lack of staff, and warns that the sector's role as an initiator of new ways to deal with social problems will stall without the recruitment of skilled people.

The report's writers, who include former Charity Commissioner Julia Unwin, say that brand recognition is crucial. They state: "People apply for jobs because they have some sense of identity with the organisation."

They also say that the continuing and inaccurate poor image of the sector directly impacts on the range of prospective staff.

Barat Mehta, clerk to the trustees at the foundation, said: "Crisis, Greenpeace and Friends of the Earth are very good brands, with high visibility and clear policies, but there are not enough organisations like them."

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