I haven't been in this
charitable sector for long,

it's been about
2 and a half years.

What I've seen is
the charities bringing in

CEOs from the for-profit world
or from the corporate world

to bring in a perspective
into charities to bring perhaps

new ideas,
new thinking, new disciplines

around marketing.

And then on
the marketing side,

we've seen a significant
increase over the past three years

of organizations investing

in marketing.

So I think investment in
paid advertising has gone up

about 600%,

albeit at a low base,
over the past 3 years

according to AC Neilsen.

And getting more
sophisticated around branding,

I think the charitable sector
is recognizing the competition

is quite high.

80,000 charities on average,

it's a lot of different
messages in the marketplace,

and that they need
to stand out because

the donor dollars are decreasing
and even volunteer's time.

There's only so many causes
that you can volunteer for.

And I think they're finding
that in order to be able to

get their fair share,
they have to make sure

that their message
is in the marketplace.