Client: New Philanthropy Capital | Services: PR

Public attitudes towards charities were up for debate
during this national PR campaign

Executive summary

Slack Communications was recruited to support NPC with media activity around the launch of its latest report, Mind the Gap, which contained findings from an Ipsos MORI poll into public attitudes towards charities.

Challenges and objectives

NPC is a charity think tank and consultancy that occupies a unique position at the nexus between charities and funders, helping them achieve the greatest impact.

In March 2014 it released a report looking at public perceptions of charities. At that time a number of negative media stories about high executive pay, lobbying activities and high-pressure fundraising techniques had given charities a rough ride, and there were fears that these stories had impacted upon public trust and confidence.

NPC commissioned Ipsos MORI to poll the public on their views.  The findings from this research did not always make comfortable reading, and as such NPC was looking for a PR agency that understood charities and could handle the launch sensitively while achieving the impact they were looking for.

How we helped

Slack Communications used its years of experience within both the charity sector and the media industry to help NPC draft both a report and accompanying press release that would enable the story to be told in a non-sensationalist way.

We then made the most of our extensive network of personal media contacts and our access to the PR Newswire Agility database to pitch the story to the relevant media – including the charity sector trade press, regional, national and international media. We also helped source appropriate interviewees and prepped spokespeople for interviews.

In addition, we invited the media to attend the launch event, and distributed a follow-up press release post-event highlighting the debate that took place.

The results

We secured wide coverage across both the charity sector trade press, and the national and international print and broadcast media, including coverage in India and Russia. There was also lots of chatter across social media networks.

What the client says

I really enjoyed working with Slack Communications on this project. Your insights and advice was invaluable in helping us to position our research carefully and we were delighted about the coverage you were able to secure for us. Off the back of this success, we went on to commission further polling about public trust in charities and to build this into an ongoing strand of work at NPC.