Regulator launches campaign to help charity trustees be “certain in uncertain times”

The Charity Commission has launched a campaign aimed at helping trustees refresh their knowledge of charity governance and be “certain in uncertain times”.

A suite of 5 visually engaging animated videos will launch across social media channels from today, each promoting one of the regulator’s 5-minute guides, which launched in November 2020. The guides provide simple, easy to understand information on all the governance basics trustees need to know.

The campaign comes as part of the Commission’s commitment to helping busy trustees run their charities. In addition to being featured on the Commission’s social media channels, the messages will be targeted at trustees on LinkedIn, Facebook and Instagram to enable the messages to reach more trustees. Sector bodies will be sharing the campaign with their members and supporters.

The regulator’s approach to the campaign is informed by research into trustees’ knowledge and awareness of their responsibilities, and into trustees’ wider attitudes.

Paul Latham, Director of Communications and Policy at the Charity Commission, said:

“The past year has been incredibly tough for charities. The pandemic has meant they are facing unprecedented challenges and trustees are making very difficult decisions, often at pace. In these uncertain times, we want to help trustees feel more confident they are getting things right. This campaign is aimed at new and experienced trustees alike – all charities stand to gain from trustees who take active responsibility for acquiring and refreshing their knowledge of sound charity management.

“This campaign also signals an important shift at the Commission, in line with our strategy – we are committed to ensuring our materials are user-friendly, and straightforward for busy trustees to access and engage with. I hope as many trustees as possible see our materials, and take the time to refresh their knowledge.”

The campaign prompts trustees to consider their understanding of their key responsibilities by a posing question connected to each guide:

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