Charities lead way when it comes to flexible working

Richard Madden’s piece about what commercial marketers can learn from charities (MW last week) was a refreshing change from the patronising and uninformed attitude I often come across when individuals from the commercial sector share their skills and knowledge with the charity sector as if the latter is staffed by unprofessional do-gooders.

I then turned the page and read the heartfelt letter from an anonymous reader highlighting the lack of flexible working options in the marketing industry. We in the charity sector have long realised that there are many talented people who simply do not want to work full time or commute to an office every day. Charities that have embraced more flexible ways of working have a far wider pool of candidates from which to recruit and as a result have been able to employ very effective staff.

It is the narrow minded manager who thinks that flexible working patterns are incompatible with good account management. In my experience of handling recruitment for a charity, I have never once had a client suggest the service they have received from me has suffered because I work part time – in fact, I would be surprised if many of them actually know that is the case.

Management by objectives and outcomes rather than by hours and location is all that is required. I look forward to seeing Marketing Week take up the gauntlet as suggested by last week’s letter writer.

Valerie Morton, fundraiser and consultant, Cambridgeshire

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here