As the UK anticipates Labour’s first Autumn Budget, charities face both challenges and opportunities in their communications strategies. With warnings of ‘painful’ economic measures ahead, against a backdrop of tough times for individual givers and stagnant charity donation amounts, how can third sector organisations effectively navigate this pivotal political moment?
A High-Stakes Budget
The upcoming Autumn Budget is Labour’s first major economic statement, with many eyes on this from media, businesses, and the public. Early indicators suggest a challenging economic landscape, with the government activating their own communications strategy and managing expectations through phrases like ‘difficult decisions’ and ‘big asks’ of the public.
For charities already grappling with fundraising challenges amid the cost-of-living crisis, this budget’s impact could be significant. The question is: how does this moment fit into your communication and organisational strategy?
Pre-Budget Considerations
The pre-budget period is crucial for positioning and preparation. With a week to go, charities should consider how they can effectively set the scene for their response. What data do you already own to highlight current challenges and emphasise the vital role your charity plays in society? Can you start thinking about what else to commission to understand what matters to your beneficiaries, politically but also around the broader impact on lives?
Strategically placed beneficiary stories and spokespeople interviews in the lead-up to the budget can help lay the groundwork effectively.
Cutting Through the Noise
Budget day will be crowded in the media, with countless organisations vying for attention. In this competitive landscape, how can charities ensure their voice is heard? Issues such as housing have already been trailed, so if operating in that space there is compelling reason to be very engaged in the budget commentary. If the budget doesn’t directly impact your sector, how can you still offer your unique and valuable perspective to your stakeholders, through PR and other channels?
Beyond Budget Day
While there’s a short window to provide an immediate response, the real opportunity lies in the weeks and months following the budget announcement. Have you considered a sustained campaign that leverages the budget context to support your broader objectives? Are your influencing teams and communications teams collaborating to craft compelling campaigns with clear CTAs, aiming for lasting impact?
Navigating Communication Challenges
In times of economic uncertainty, charities face the dual challenge of maintaining fundraising levels while effectively communicating their impact. The budget context adds another layer of complexity to this challenge. It can be hard to strike the right balance between acknowledging economic realities and inspiring continued support.
Storytelling becomes even more critical, as does a clear focus, messaging to get behind and listening and engaging with your supporters.
Looking Ahead
The first Labour budget is more than a one-day news story and a moment within the communications calendar. It’s an opportunity to strengthen how your influencing work is communicated to different stakeholders and may even spark your next creative campaign.
As you prepare for this significant moment, consider:
- How will your organisation stand out in the budget conversation?
- What unique perspective can you bring to the wider economic discussion?
- How can you turn the budget context into an opportunity for your cause?
Moving Forward
Navigating the communications challenges and opportunities presented by the budget requires careful planning and strategic thinking. If you’re interested in how we can help you leverage this moment and amplify your campaigning work, get in touch with our Third Sector and Public Affairs specialists.