Now don’t get me wrong. This isn’t me grumbling. I’m keeping pretty busy work-wise, thanks.
I am just a little curious, that’s all.
By telling you that I am keeping busy I have, in some way, already answered my own question. But.. it is still a question that it’d like to put out there:
Why do graphic design and copywriting jobs never turn up on charity job boards?
Is it that people generally think any creative can come up with great ideas that ‘sell’ a charity’s cause? Is selling financial products one day, and asking for donations to help fund some unforgiving illness another day really the same thing?
Having spent years and years crafting fundraising journeys, both in print and online, donation forms and petitions, I know that many communication professionals are not aware of the pitfalls involved in charity sector marketing. Ever since Olive Cooke, a 92-year-old poppy seller, took her own life feeling “distressed and overwhelmed” by the huge number of requests for donations she received from charities, the press and government regulations have been keeping a very sharp eye on what charities get up to.
Creating a form or doing data capture activities a much more challenging project these days. There are many pitfalls to be avoided – which you only learn about by working on projects, wherever in the charity sector.
What I have learnt from this is that each organisation tries to solve the same problem in a different way. As a freelancer, by working for a wide variety of organisations, I’m one of those few people who has many opportunities to learn yet more ways of doing things, and can transfer ideas and practices that can be applied to other organisations too.
But it isn’t just the legal communication challenges that a creative needs to take into account. All that experience means that, as an example, while I was working on a recent project on preventing child abuse by NGO participants, my team (me and and a copywriter) were not just ‘hired guns’ strictly following the client’s brief, but could make informed recommendations on what tone and voice to use, how to address that particular audience and above all, protect the dignity of the children in the process.
So, no matter what you tell me, after a day selling the latest trend in cereals this is not natural territory for commercial designers or writers to switch over to. Which is why, I really think that this industry should be actively looking to recruit creatives that are experienced in charity communications, that understand that there are many stakeholders involved in each project, that each project needs to cut through a crowded media field- bypassing a sometimes cynical public – to reach those that want to be engaged and help the causes we are promoting.
Saying that, next time you are thinking of doing a comms project, why not consider hiring someone with experience? Or, if you can’t hire, find freelancers (no plug, honestly) which offer the experience that could add more ROI to your project than you might have thought possible?
Me, I’m Christian Guthier. Do look me up on Linkedin. or get in touch today.