I came across a conversation we had a few years ago with Richard Evens and Paul Brown about marketing in the charity sector.
A lot has changed since then, but this point about purpose still feels very relevant. For charities, purpose should be a huge advantage. It gives people a reason to care, a reason to support and a reason to get involved.
But simply having a purpose isn’t enough. The real opportunity is bringing it to life in a way that people can actually feel and connect with.
And that’s where charities with a physical presence have something really valuable.
Whether that is a retail network, a community space or another local touchpoint, it gives people the chance to experience the charity rather than simply read about it.
That feels particularly important now. As I wrote last week, second-hand shopping has moved firmly into the mainstream, creating a real opportunity for charity retailers to bring more people through the door.
But the value of that visit should go beyond the transaction.
Yes, somebody may come in looking for a jacket, a book or a piece of furniture. But while they are there, the charity has an opportunity to immerse them in its purpose, who it helps and the difference their purchase is helping to make.
Done well, that visit can do two things at once. It can raise revenue. But it can also build understanding, connection and, over time, advocacy. That is the bit I think is easy to underestimate.
If someone walks out thinking only, “I found a good second-hand shop”, you have made a sale.
If they walk out thinking, “I found a good second-hand shop, and I now understand and care about what this charity does”, you have potentially created something much more valuable.
A reason to come back. A reason to recommend it. And maybe even a reason to support the charity in other ways.
That is where a physical presence becomes much more than a retail channel. It becomes a place where purpose can be experienced.
