0:00:00.187,0:00:02.160
I haven't been in this[br]charitable sector for long,

0:00:02.160,0:00:04.194
it's been about[br]2 and a half years.

0:00:04.194,0:00:09.887
What I've seen is[br]the charities bringing in

0:00:09.887,0:00:14.169
CEOs from the for-profit world[br]or from the corporate world

0:00:14.169,0:00:18.390
to bring in a perspective[br]into charities to bring perhaps

0:00:18.390,0:00:21.090
new ideas,[br]new thinking, new disciplines

0:00:21.090,0:00:22.719
around marketing.

0:00:22.719,0:00:24.406
And then on[br]the marketing side,

0:00:24.406,0:00:27.820
we've seen a significant[br]increase over the past three years

0:00:27.820,0:00:29.902
of organizations investing

0:00:29.902,0:00:31.339
in marketing.

0:00:31.339,0:00:34.521
So I think investment in[br]paid advertising has gone up

0:00:34.521,0:00:36.550
about 600%,

0:00:36.550,0:00:39.067
albeit at a low base,[br]over the past 3 years

0:00:39.067,0:00:40.769
according to AC Neilsen.

0:00:40.769,0:00:44.332
And getting more[br]sophisticated around branding,

0:00:44.332,0:00:47.085
I think the charitable sector[br]is recognizing the competition

0:00:47.085,0:00:48.730
is quite high.

0:00:48.730,0:00:51.316
80,000 charities on average,

0:00:51.316,0:00:54.057
it's a lot of different[br]messages in the marketplace,

0:00:54.057,0:00:56.593
and that they need[br]to stand out because

0:00:56.593,0:01:00.070
the donor dollars are decreasing[br]and even volunteer's time.

0:01:00.070,0:01:03.280
There's only so many causes[br]that you can volunteer for.

0:01:03.280,0:01:05.868
And I think they're finding[br]that in order to be able to

0:01:05.868,0:01:08.150
get their fair share,[br]they have to make sure

0:01:08.150,0:01:10.521
that their message[br]is in the marketplace.