CHARITY MARKETING & COMMUNICATIONS SALARY SURVEY 2016
CHARITY MARKETING & COMMUNICATIONS SALARY SURVEY 2016
Charity Marketing & Communications Salary Survey 2016 Introduction Welcome to the 2016 TPP Charity Marketing & Communications Salary Survey, in association with CharityComms, the membership network for communications professionals working in UK charities. This report aims to benchmark salaries across the sector, allowing employees to compare their salary against the average and giving employers a standard when budgeting for new roles. Please see the full data tables at the end of this report for detailed statistics by seniority, type, size and location of organisation and type of contract.
Salaries by job level
Director Head of Manager/Lead Senior Executive/Senior Officer Executive/Officer Assistant/Coordinator
Average salary 2016
Average salary 2015
Change 2015-2016
£57,243 £48,987 £36,291 £33,433 £27,344 £22,462
£61,319 £46,655 £35,847 £33,454 £27,421 £22,555
-7% 5% 1% 0% 0% 0%
Salaries have largely remained static since 2015, with the largest increase being for the Head of role at 5%. The biggest decrease in salary was the Director role at -7%. We feel this is due to a larger response from Directors of smaller organisations, rather than an actual drop in salaries.
Private sector comparison
Director Head of Manager Senior Exec Exec Assistant
Not for profit sector £57,243 £48,987 £36,291 £33,433 £27,344 £22,462
Private sector £93,000 £70,000 £43,000 £32,000 £28,000 £21,000
Difference 2016 62% 43% 18% -4% 2% -7%
Difference 2015 30% 29% 26%
Variance on 2015 107% 48% -31%
17% 11%
-88% -164%
“The gap between NFP and private sector salaries is getting ever greater. As a sector this needs to be recognised and addressed otherwise we will struggle to attract and retain good talent”
“I could be earning a lot more working in comms for the private sector but I actively choose to work in the charity sector because it brings a job satisfaction I’d never get from the private sector.”
www.tpp.co.uk 2
020 7198 6000
2016 results overview
Salaries in London are on average 21% higher
Women earn 9% less on average than men - a small improvement on 2015 (10%)
'Head of' positions have seen the biggest increase
Large organisations pay 23% more on average than small organisations
Temporary roles pay 13% more than permanent roles
Salary change over the past year
When compared to 2015, 5% more respondents said their salaries had increased a little. 59% have seen their salaries stay the same, compared to 2015 which had 65%. 2% more respondents have seen salaries decrease a little this year, compared to last year.
www.tpp.co.uk 3
70% 59%
60% 50%
40% 29%
30% 20% 10%
8% 2%
1%
0% Increased a Increased a Stayed the Decreased Decreased lot little same a little a lot
020 7198 6000
Key reasons given for salary increasing
“General trend seems to be that communications/ marketing roles are more highly considered and there is an increased understanding about the specialism within the field”
“Experience through moving from private sector to charity sector with no salary drop”
“Comms is recognised as driving charity fundraising, therefore increased pay is a reflection of the skills and experience people in these positions need”
“Focus on corporate reputation from boards driving salaries up… also it’s harder to recruit at lower levels”
“Colleagues and senior leaders are slowly understanding the importance of these specialised roles”
Key reasons given for salary decreasing/staying the same
“A lot of charities have had to cut costs, sometimes resulting in pay cuts or pay freezes”
“Fewer job opportunities mean employers can pay less than a job is probably worth”
www.tpp.co.uk 4
“Economic stagnation. Charity staff ‘expecting’ lower salaries even though our skills are as up to date and good as the commercial sector”
“Difficult economic climate, drop in fundraising income, looking for opportunities to cut costs”
“Charities don't have extra budgets to hire staff. If they do they hire staff whose role they can quantify bringing in money rather than comms”
020 7198 6000
Benefits – most desired vs received Since our 2015 report, pension contribution has moved into first place as the most desired benefit. It’s also the most common benefit received, with the advent of auto-enrolment into work pension schemes likely to keep it that way. Flexible working hours and support for professional development are the second and third most desired and received benefits. Medical cover, received by just 13% of respondents, stays fourth in the most desired stakes. Average holiday days remain unchanged from 2015 at 26 days per year.
1. Pension contributions Receive: 63%
6. Season tickets Receive: 32%
2. Flexible working hours Receive: 43%
7. Life insurance Receive: 13%
3. Support for professional development Receive: 34%
8. Childcare vouchers Receive: 16%
4. Medical cover Receive: 13%
9. Voluntary work/ Trusteeship Receive: 13%
5. Secondments/Sabbatical Receive: 12%
10. Car allowance Receive: 10%
www.tpp.co.uk 5
020 7198 6000
Marketing and communications function Thinking about how communications/marketing is viewed in your charity, how would you say that others' perception of the value of your role to the organisation has changed in the past year?
Results have stayed fairly similar to 2015 There has been a 2% decrease in communications being viewed as more valued.
10%
38%
52%
Communications is more valued Stayed the same Communications is less valued
“It’s more expectations than value that has increased but with no extra resources” “Growing awareness of the importance of communications; but a sense that it’s still undervalued compared to marketing or sales” “Undervalued within companies considering how big digital/social is to charities and not-forprofit today”
What impact, if any, would you say has the intense media scrutiny of charities over the past year had on others’ perception of the value of your role in communications/marketing? “Public trust in charities has fallen dramatically. Charities need now – more than ever – to effectively communicate their services and positive impact” “The role is no more or less valued but people remember to talk to us more and to talk sooner” “I believe this has been discussed among charities themselves and there has been something of a kneejerk reaction to what some believe is unfair scrutiny. In reality I don’t believe it has had a huge impact on public perceptions” “I think it has made the organisation a lot more nervous/riskadverse in relation to comms and public events” “Seeing the importance of charity branding and image: ie trustworthiness”
www.tpp.co.uk 6
020 7198 6000
Career Motivators 60%
In comparison to 2015, more people plan a career move this year (37% in 2015). When asked if you plan a career move in the next 12 months, 48% of people aren’t actively looking but would move for the correct role.
50%
48% 41%
40% 30% 20%
11%
10% 0% Yes
No plans, but would consider for the right role
No
Top motivations for moving to a new role:
1. Higher salary
2. More interesting role
5. Better location/commute
3. More responsibility/seniority
6. More attractive cause/mission
4. Better work/life balance
7. Better job security
8. Better relationship with manager
The top motivations remain unchanged from 2015, with higher salary being the largest motivation for moving to a new role.
www.tpp.co.uk 7
020 7198 6000
Methodology The salaries used in this report were compiled using information from 792 respondents from April-May 2016, and existing data from 260 roles advertised with TPP during 2015-16. Responses came from the following profiles:
71% Female 29% Male
72% London/ Greater London
6% Director 13% Head of
9% South East 42% Manager/Lead 5% Midlands
87% Permanent
11% Senior Executive/Officer 4% South West & Wales 28% Executive/Officer
3% Temporary/ Interim
9% North & Scotland
10% Contract
Charity Marketing & Communications Salary Survey 2016 Introduction Welcome to the 2016 TPP Charity Marketing & Communications Salary Survey, in association with CharityComms, the membership network for communications professionals working in UK charities. This report aims to benchmark salaries across the sector, allowing employees to compare their salary against the average and giving employers a standard when budgeting for new roles. Please see the full data tables at the end of this report for detailed statistics by seniority, type, size and location of organisation and type of contract.
Salaries by job level
Director Head of Manager/Lead Senior Executive/Senior Officer Executive/Officer Assistant/Coordinator
Average salary 2016
Average salary 2015
Change 2015-2016
£57,243 £48,987 £36,291 £33,433 £27,344 £22,462
£61,319 £46,655 £35,847 £33,454 £27,421 £22,555
-7% 5% 1% 0% 0% 0%
Salaries have largely remained static since 2015, with the largest increase being for the Head of role at 5%. The biggest decrease in salary was the Director role at -7%. We feel this is due to a larger response from Directors of smaller organisations, rather than an actual drop in salaries.
Private sector comparison
Director Head of Manager Senior Exec Exec Assistant
Not for profit sector £57,243 £48,987 £36,291 £33,433 £27,344 £22,462
Private sector £93,000 £70,000 £43,000 £32,000 £28,000 £21,000
Difference 2016 62% 43% 18% -4% 2% -7%
Difference 2015 30% 29% 26%
Variance on 2015 107% 48% -31%
17% 11%
-88% -164%
“The gap between NFP and private sector salaries is getting ever greater. As a sector this needs to be recognised and addressed otherwise we will struggle to attract and retain good talent”
“I could be earning a lot more working in comms for the private sector but I actively choose to work in the charity sector because it brings a job satisfaction I’d never get from the private sector.”
www.tpp.co.uk 2
020 7198 6000
2016 results overview
Salaries in London are on average 21% higher
Women earn 9% less on average than men - a small improvement on 2015 (10%)
'Head of' positions have seen the biggest increase
Large organisations pay 23% more on average than small organisations
Temporary roles pay 13% more than permanent roles
Salary change over the past year
When compared to 2015, 5% more respondents said their salaries had increased a little. 59% have seen their salaries stay the same, compared to 2015 which had 65%. 2% more respondents have seen salaries decrease a little this year, compared to last year.
www.tpp.co.uk 3
70% 59%
60% 50%
40% 29%
30% 20% 10%
8% 2%
1%
0% Increased a Increased a Stayed the Decreased Decreased lot little same a little a lot
020 7198 6000
Key reasons given for salary increasing
“General trend seems to be that communications/ marketing roles are more highly considered and there is an increased understanding about the specialism within the field”
“Experience through moving from private sector to charity sector with no salary drop”
“Comms is recognised as driving charity fundraising, therefore increased pay is a reflection of the skills and experience people in these positions need”
“Focus on corporate reputation from boards driving salaries up… also it’s harder to recruit at lower levels”
“Colleagues and senior leaders are slowly understanding the importance of these specialised roles”
Key reasons given for salary decreasing/staying the same
“A lot of charities have had to cut costs, sometimes resulting in pay cuts or pay freezes”
“Fewer job opportunities mean employers can pay less than a job is probably worth”
www.tpp.co.uk 4
“Economic stagnation. Charity staff ‘expecting’ lower salaries even though our skills are as up to date and good as the commercial sector”
“Difficult economic climate, drop in fundraising income, looking for opportunities to cut costs”
“Charities don't have extra budgets to hire staff. If they do they hire staff whose role they can quantify bringing in money rather than comms”
020 7198 6000
Benefits – most desired vs received Since our 2015 report, pension contribution has moved into first place as the most desired benefit. It’s also the most common benefit received, with the advent of auto-enrolment into work pension schemes likely to keep it that way. Flexible working hours and support for professional development are the second and third most desired and received benefits. Medical cover, received by just 13% of respondents, stays fourth in the most desired stakes. Average holiday days remain unchanged from 2015 at 26 days per year.
1. Pension contributions Receive: 63%
6. Season tickets Receive: 32%
2. Flexible working hours Receive: 43%
7. Life insurance Receive: 13%
3. Support for professional development Receive: 34%
8. Childcare vouchers Receive: 16%
4. Medical cover Receive: 13%
9. Voluntary work/ Trusteeship Receive: 13%
5. Secondments/Sabbatical Receive: 12%
10. Car allowance Receive: 10%
www.tpp.co.uk 5
020 7198 6000
Marketing and communications function Thinking about how communications/marketing is viewed in your charity, how would you say that others' perception of the value of your role to the organisation has changed in the past year?
Results have stayed fairly similar to 2015 There has been a 2% decrease in communications being viewed as more valued.
10%
38%
52%
Communications is more valued Stayed the same Communications is less valued
“It’s more expectations than value that has increased but with no extra resources” “Growing awareness of the importance of communications; but a sense that it’s still undervalued compared to marketing or sales” “Undervalued within companies considering how big digital/social is to charities and not-forprofit today”
What impact, if any, would you say has the intense media scrutiny of charities over the past year had on others’ perception of the value of your role in communications/marketing? “Public trust in charities has fallen dramatically. Charities need now – more than ever – to effectively communicate their services and positive impact” “The role is no more or less valued but people remember to talk to us more and to talk sooner” “I believe this has been discussed among charities themselves and there has been something of a kneejerk reaction to what some believe is unfair scrutiny. In reality I don’t believe it has had a huge impact on public perceptions” “I think it has made the organisation a lot more nervous/riskadverse in relation to comms and public events” “Seeing the importance of charity branding and image: ie trustworthiness”
www.tpp.co.uk 6
020 7198 6000
Career Motivators 60%
In comparison to 2015, more people plan a career move this year (37% in 2015). When asked if you plan a career move in the next 12 months, 48% of people aren’t actively looking but would move for the correct role.
50%
48% 41%
40% 30% 20%
11%
10% 0% Yes
No plans, but would consider for the right role
No
Top motivations for moving to a new role:
1. Higher salary
2. More interesting role
5. Better location/commute
3. More responsibility/seniority
6. More attractive cause/mission
4. Better work/life balance
7. Better job security
8. Better relationship with manager
The top motivations remain unchanged from 2015, with higher salary being the largest motivation for moving to a new role.
www.tpp.co.uk 7
020 7198 6000
Methodology The salaries used in this report were compiled using information from 792 respondents from April-May 2016, and existing data from 260 roles advertised with TPP during 2015-16. Responses came from the following profiles:
71% Female 29% Male
72% London/ Greater London
6% Director 13% Head of
9% South East 42% Manager/Lead 5% Midlands
87% Permanent
11% Senior Executive/Officer 4% South West & Wales 28% Executive/Officer
3% Temporary/ Interim
9% North & Scotland
10% Contract
