David Cameron has called upon charities to help achieve his dream of a “Big Society” where collective responsibility for the good of the vulnerable is shared.
To recall, the Prime Minister wants to see a surge in activism and philanthropy, and wants charities to help rabble rouse benevolent Britons into action.
Critics, of course, say that this is cynical plot to cut funding to charities by shifting responsibility for funding services for the needy away from a Government hungry to cut costs and the size of the public sector.
Thing is, it has been said that this “necessity” to cut costs is putting some of those grand plans for the big society in peril.
Indeed, smaller charities reliant on grants from central and local Government to operate are already fearful of spending cuts threatening the services they provide.
So, how can charities do more with less?
One solution is to call on the services offered by the likes of Charity Bank, a social banking initiative which aims to help charities help others by providing financial advice and support to other charities, social enterprises and community groups.
Perhaps sniffing an opportunity provided by the shift towards empowerment prompted by the Prime Minister, or recognising that charities will have to think creatively with the possibility of less funding hanging over them, Charity Bank has just launched a direct marketing campaign to promote its services.
A worthwhile sentiment and one option for cash-strapped charities.
However, the third sector is best served in the long-run by continuing to invest in tried and trusted direct marketing activity to raise money to plug the funding hole.
Spending money might be the last thing charities under pressure from public sector cuts might be inclined to do, but innovative, targeted activity needn’t be expensive and could well prove to be saving grace for charities under pressure.