In his regular column for INMA, Newsworks communications manager Lewis Boulton explores how news brand formats are the gift that keeps on giving for charities looking to harness Britain’s generous readership
“Charity begins at home.” So goes the old saying apparently coined by English polymath and author Sir Thomas Browne in 1642.
Thankfully, we’ve come a long way since the days of the English Civil War, and Brits across the United Kingdom raised a huge £15 billion for charity in 2024 for countless good causes.
With well-established reputations for campaigning on behalf of their readers, news brands make for an ideal environment for charities looking for high impact, engaging interaction with potential donors, volunteers, or even those in need.
Don’t just take our word for it. When we asked RAM UK’s readers panel for their views on ads shortlisted for our regular ad-of-the-month industry poll, charity ads consistently come out strong across various campaign metrics.
Alzheimer’s Society’s tactical campaign last June was voted the most original, cleverest, most thought-provoking, and most likely to make people want to find out more. British Heart Foundation’s brand partnership with News UK swept the board last April, also adding best designed and overall favourite to Alzheimer’s Society’s tally. Talk about powerful!
See Lewis’s full column for recent charity ads that truly make the most of news brand formats to land their message.
