By the word 2nd or 3rd tier charity, I mean the charities those primary purposes are to speak for, or support member charities. These are often also referred as networking or coordinating organisations and exist from local to national level.

A disturbing trend is being developed as a large number of these charities are focusing too much to sell their or their affiliate commercial company services to member charities.  I was speaking to the CEO of a medium size charity, and he reckons that at least 80% of  correspondence he is receiving is some kind of marketing communication to sell something. One such (very well known) national level membership charity has at least sent him 10 email advertising just for one training course.  Member charities are puzzled and one director commented that.

“We seem paid our membership fee to receive targeted marketing e/mail shot.”.

He questioned that perhaps these 2nd/3rd tiers charities lost their purpose of existence i.e. to serve and speak on behalf of members.  While speaking to marketing director of  a leading national level networking charity recently, I got the sense evangelism in their marketing approach.

“Well if that is the case, soon they are likely to lose members and the very reason for their existence”  said my CEO friend.

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