CharityComms

The Media Trust is urging more charities to get involved in creating television, through supporting community broadcasting. But is investing time in getting mainstream TV coverage too much work, for too little reward, for charities? Should charities invest in coverage on sites like YouTube or MySpace instead?

Linton Harper, Contracts and Development Co-ordinator at St James’s House:
“If the quality of a TV package is lacking then I believe it could reduce the impact of the message and possibly damage the charity. You would, however, have complete control over the content, which you don’t get if you rely on traditional media and journalists as they have editorial control over your message. Having control is important, so it is worth looking at the feasibility of this kind of project.”

Carla Maresca, Community Fundraising Co-ordinator at Harlington Hospice Association:
“I haven’t even approached the idea of TV before because I think there is no chance of us getting anywhere. We are constantly trying to put a positive spin on our stories because people have preconceptions about what hospices do. We are open to Facebook and have started a group on that site. People are discussing TV and multi-media platforms now, in a way that they were not before. It is a way forward because we are trying to target young people.”

James Woodford, Trustee at Hampton and Hampton Hill Voluntary Care Group:
“It is legitimate in the case of large national charities, but we really don’t have the resources to do this kind of thing. I am a trustee within the Voluntary Care Group and am the only person doing communication work. We help older people. I really don’t think that TV packages would be appealing to our donors or clients.”

Jane Wainwright, Press Officer at the Queen’s Theatre:
“I know sites like YouTube are really popular. But that audience is not looking for the kind of videos a charity might create. Community broadcasting may reach the right people but it’s unlikely to receive the number of visitors that YouTube gets. If a charity spends money and time and energy, and does not get much back then I think it shows that it’s not always worth going for new technology for the sake of it.”

Liz O’Neil, Head of Communications at The Vegetarian Society:
“However exciting new media gets, however new it all is, we don’t have the money to invest in new technology. We cannot take a risk. We have to have some confidence that we are going to get a return. We are going to try all these new things, like TV packages and having a presence on Facebook and MySpace but we have to wait and see for a while. We have to trail behind slightly to see where it is worth spending time and money.”