WEBVTT

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

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it's been about
2 and a half years.

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What I've seen is
the charities bringing in

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

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to bring in a perspective
into charities to bring perhaps

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new ideas,
new thinking, new disciplines

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around marketing.

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And then on
the marketing side,

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

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of organizations investing

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in marketing.

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So I think investment in
paid advertising has gone up

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about 600%,

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albeit at a low base,
over the past 3 years

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according to AC Neilsen.

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And getting more
sophisticated around branding,

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I think the charitable sector
is recognizing the competition

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is quite high.

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80,000 charities on average,

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

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and that they need
to stand out because

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

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

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

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get their fair share,
they have to make sure

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that their message
is in the marketplace.