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.