Having worked in the Third sector for more than a quarter of a century, I’m well aware of the antipathy to the commercial sector held by many in not for profit organisations. Indeed most of my working life has been spent trying to get charitable organisations to recognise that professional communication is not just for the commercial sector.

Sadly this mistrust of the culture of commerce means the sector has for years been missing a trick when it comes to developing adaptability, economy and efficiency. Grant based income has essentially hobbled the development of the sector by allowing it to become comfortable and complacent. The harder economic climate of the past few years has therefore come as a shock to many who now seek other means of generating income.

This change to the economic environment may now be leading to a refreshing change in attitudes within the sector.

A poll run by the Guardian supported by an article by NCVO’s senior sustainability officer, Olaf Williamson, shows more than 80% of respondents (who will in the main be from the sector) are in favour of  the Third Sector improving its commercial instincts.

Working in PR I’d clearly support this, as marketing and the ability to tell a tale to engage clients, customers and partners is an essential part of viewing the world in a more commercial way and engaging not just to make money but to shape opinions as well.

And what could be better for the sector than that?

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