An interesting article in NMA last week outlined how a recent change to the Committee of Advertising Practice codes will now allow charities to show comparative ads on TV and radio for the first time. Charities are now able to tell the public exactly how they spend their donations compared to others.
The recession is continuing to hit charities hard: a Charity Commission study last year found that 56% of charities have been affected by the economic downturn, up from 52% at the start of 2009.
So while critics worry that these new advertising changes will encourage ‘one-upmanship’ and divisions in the sector, charities say that they have to be more aggressive in distinguishing themselves and the work they do in order to educate the public and survive.
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