[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.19,0:00:02.16,Default,,0000,0000,0000,,I haven't been in this\Ncharitable sector for long,
Dialogue: 0,0:00:02.16,0:00:04.19,Default,,0000,0000,0000,,it's been about\N2 and a half years.
Dialogue: 0,0:00:04.19,0:00:09.89,Default,,0000,0000,0000,,What I've seen is\Nthe charities bringing in
Dialogue: 0,0:00:09.89,0:00:14.17,Default,,0000,0000,0000,,CEOs from the for-profit world\Nor from the corporate world
Dialogue: 0,0:00:14.17,0:00:18.39,Default,,0000,0000,0000,,to bring in a perspective\Ninto charities to bring perhaps
Dialogue: 0,0:00:18.39,0:00:21.09,Default,,0000,0000,0000,,new ideas,\Nnew thinking, new disciplines
Dialogue: 0,0:00:21.09,0:00:22.72,Default,,0000,0000,0000,,around marketing.
Dialogue: 0,0:00:22.72,0:00:24.41,Default,,0000,0000,0000,,And then on\Nthe marketing side,
Dialogue: 0,0:00:24.41,0:00:27.82,Default,,0000,0000,0000,,we've seen a significant\Nincrease over the past three years
Dialogue: 0,0:00:27.82,0:00:29.90,Default,,0000,0000,0000,,of organizations investing
Dialogue: 0,0:00:29.90,0:00:31.34,Default,,0000,0000,0000,,in marketing.
Dialogue: 0,0:00:31.34,0:00:34.52,Default,,0000,0000,0000,,So I think investment in\Npaid advertising has gone up
Dialogue: 0,0:00:34.52,0:00:36.55,Default,,0000,0000,0000,,about 600%,
Dialogue: 0,0:00:36.55,0:00:39.07,Default,,0000,0000,0000,,albeit at a low base,\Nover the past 3 years
Dialogue: 0,0:00:39.07,0:00:40.77,Default,,0000,0000,0000,,according to AC Neilsen.
Dialogue: 0,0:00:40.77,0:00:44.33,Default,,0000,0000,0000,,And getting more\Nsophisticated around branding,
Dialogue: 0,0:00:44.33,0:00:47.08,Default,,0000,0000,0000,,I think the charitable sector\Nis recognizing the competition
Dialogue: 0,0:00:47.08,0:00:48.73,Default,,0000,0000,0000,,is quite high.
Dialogue: 0,0:00:48.73,0:00:51.32,Default,,0000,0000,0000,,80,000 charities on average,
Dialogue: 0,0:00:51.32,0:00:54.06,Default,,0000,0000,0000,,it's a lot of different\Nmessages in the marketplace,
Dialogue: 0,0:00:54.06,0:00:56.59,Default,,0000,0000,0000,,and that they need\Nto stand out because
Dialogue: 0,0:00:56.59,0:01:00.07,Default,,0000,0000,0000,,the donor dollars are decreasing\Nand even volunteer's time.
Dialogue: 0,0:01:00.07,0:01:03.28,Default,,0000,0000,0000,,There's only so many causes\Nthat you can volunteer for.
Dialogue: 0,0:01:03.28,0:01:05.87,Default,,0000,0000,0000,,And I think they're finding\Nthat in order to be able to
Dialogue: 0,0:01:05.87,0:01:08.15,Default,,0000,0000,0000,,get their fair share,\Nthey have to make sure
Dialogue: 0,0:01:08.15,0:01:10.52,Default,,0000,0000,0000,,that their message\Nis in the marketplace.