SocietyGuardian.co.uk | Society | Can charities shake of their amateurish image?

SocietyGuardian.co.uk | Society | Can charities shake of their amateurish image?: "View from the top

John Low asks if charities can shake of their amateurish image

Wednesday February 9, 2005
The Guardian

In the past decade, the not-for-profit sector has made huge leaps forward. Large charities such as Cancer Research UK, Oxfam and NSPCC have developed impressive corporate brands and established a significant media presence. At events such as the World Economic Forum, international NGOs have been involved in forming policy at the highest level. Meanwhile, smaller local charities have become more important to the running of local services, in health, transport, education and a host of other areas.
But the public's perception of the voluntary sector remains based on out-of-date stereotypes. The image of amateur do-gooders still pervades. "