We know this world inside out
Our work spans charities, social enterprises, not-for-profits, community interest companies and charity technology providers. From fundraising campaign launches to national public affairs work, we bring genuine sector knowledge and established media relationships to every brief we take on.
But knowing the sector is only part of it. We know the journalists who cover it, the grant-makers who fund it and the policymakers who shape it. We know which editor will care about a story on care leavers, which broadcaster is looking for a charity voice on a social mobility debate and which publication your major donors actually read on a Sunday morning. Those relationships take years to build. We’ve built them.
One strategy. Every channel.
Media coverage alone will only take you so far. The charities that build lasting public profiles connect their PR with content, SEO, social media and video into one coherent effort – where each piece of activity reinforces the others rather than pulling in different directions.
A track record that holds up under scrutiny
We’ve won awards for our communications work, shifted national conversations on issues that matter and built long-term partnerships with organisations doing genuinely important things.
When the pressure is on – a difficult story breaking, a funding crisis becoming public, a campaign that needs to land before a parliamentary debate – you need an agency that has been there before and knows exactly what to do.
Work that means something
We believe that charities doing important work deserve communications that match their ambition. Our campaigns have landed on the front page of The Times, reached Sky News audiences and started national conversations on issues that too often go unheard.
We know what it takes to get a story to travel – and we know how to make sure it lands with the right people when it does.
AI-enabled, not AI-dependent
We have a dedicated AI team and a proprietary platform, Definition AI, that makes our work faster, sharper and better informed. The thinking, the strategy and the writing are done by people who know the third sector inside out.
We use AI as a tool, not a shortcut – and never as a replacement for the expertise that makes communications actually work.
Our charity PR services
We’ve spent years building genuine relationships with the journalists, editors and broadcasters who cover charity, social policy and the third sector.
When your organisation has a story worth telling – and most do, far more than they realise – we know who needs to hear it and how to pitch it, so they want to cover it.
Good coverage doesn’t happen by accident. It happens because someone with the right contacts made the right call at the right moment.
When a donor, trustee or commissioner searches for organisations doing what you do, you want to be the first thing they find.
We build solid technical foundations, develop SEO content strategies around the things your audiences are genuinely searching for, and run charity digital PR activity that earns traffic worth having – not just numbers that look good in a report.
More and more people are finding information through AI tools like ChatGPT and Perplexity rather than a traditional search results page.
Some call this Generative Engine Optimisation (GEO). We call it AI visibility – and we make sure your charity shows up in those answers, not just on page one of Google. For organisations trying to reach new audiences, it’s a channel that’s growing fast and still largely untapped.
Consistent, well-considered social media content that builds a recognisable voice for your charity and keeps you front of mind with donors, supporters and sector peers.
Not posting for the sake of filling a calendar. Content that reflects what you stand for, reaches the people who care about it and gives them a reason to pay attention.
People give to people. Supporters, donors and commissioners connect with the individuals behind a cause long before they connect with a logo or a mission statement.
We build the profiles of your chief executive, trustees and subject experts through media coverage, thought leadership and speaking opportunities – so the people driving your work become known, trusted voices in their field. We call it Brand You.
Charity spokespeople often find themselves talking about complex, sensitive and emotionally charged topics under real public scrutiny. A media interview that goes well can shift perception and drive donations. One that goes badly can undo months of careful reputation building.
We prepare your team to handle interviews, difficult questions and high-pressure moments with confidence and clarity – not just a list of talking points to recite.
Reputational risk in the charity sector moves quickly. A safeguarding concern, a funding controversy, a story that gets picked up before you’ve had time to respond – these situations don’t wait for a convenient moment.
We help organisations prepare for difficult situations before they arrive, and respond quickly, carefully and clearly when they do, so the trust you’ve built with supporters, beneficiaries and the public holds when it’s needed most.
Contact our charity PR experts
Complete the form to reach us.
Or, email us on: comms@thisisdefinition.com
Client stories
Meet our charity PR experts
I have 12 years of PR experience and specialise in devising and delivering campaigns for national and international brands, especially in the not-for-profit sector including health, charity and education clients.
That includes high-level strategic communications campaigns spanning media relations, crisis support and copywriting. I’ve worked on strategies for charity clients including the Association of Charitable Organisations, The Royal Alfred Seafarers’ Society, Alcohol Change UK, Age UK and Tall Ships Youth Trust.
I make sure the agency runs well and clients are looked after. That means the right processes, the right tools and a team set up to do their best work.
I’ve spent 14 years in communications across B2B and B2C – with a specialism in charity and education clients. I’ve worked with a range of clients in the charitable sector, so I understand what not-for-profits actually need, from fundraising and donor relations to launching new campaigns.
My background covers web, social, brand, crisis communications and content – end to end, not just the strategy bit.
I have 10 years of PR experience, specialising in devising and delivering media campaigns for brands in the social impact space – working with charitable organisations, not-for profits and healthcare and educational organisations.
My work includes producing high-level media relations strategies, developing compelling angles and engaging with journalists to help clients reach their target audiences most effectively. Over the past decade, I have worked with clients including the Shipwrecked Mariners’ Society and Alcohol Change UK.
FAQs about charity PR
A charity PR agency helps you tell your story in a way that cuts through – to donors, volunteers, beneficiaries, commissioners and the press. That means securing media coverage, building your public profile and making sure your cause gets the attention it deserves.
For smaller charities, PR for not-for-profits isn’t a luxury. A strong story in the right publication can do more than a paid campaign, at a fraction of the cost. A specialist third sector PR agency knows where to put that story for maximum impact.
Yes – and a good one will be straight with you about what’s achievable rather than overpromising. PR for not-for-profits doesn’t have to mean expensive long-term retainers. Flexible arrangements, project-based work and campaign support are all options.
The key is finding a not-for-profit PR agency that knows the sector well enough to focus effort where it genuinely moves the needle, rather than spreading activity thin and hoping something lands.
PR for charity builds the kind of credibility that makes people give. Major donors and grant-making bodies want to see an organisation that is visible, trusted and doing work that matters.
Digital PR also improves your search visibility, so when people go looking for causes to support in your area, they find you first. Over time, a strong public profile makes fundraising conversations easier – because the groundwork is already done before you walk into the room.
Yes – and for many charities, that’s the more important goal. PR for the third sector often focuses on shifting public understanding of an issue, influencing policy or changing behaviour, rather than simply promoting a brand.
If you want more people to understand the scale of food poverty or the barriers facing care leavers, PR puts the right voices in front of the right audiences. A specialist third sector PR agency knows how to tell those stories with the sensitivity they deserve.
You should know what success looks like before a campaign starts, not after. A good charity PR agency will agree clear KPIs with you upfront – media reach, website traffic, share of voice, donor enquiry levels and the quality of coverage in publications your audiences read.
Digital PR also generates trackable signals like backlinks and organic search growth. We make sure all our reporting is in regular, plain-English so you always know what’s changed, what drove it and what’s coming next.
They work best together. Traditional PR places your stories in newspapers, sector publications and broadcast media. Digital PR builds your online presence – earning quality backlinks, improving search rankings and helping people find your cause organically.
For charities with limited paid media budgets, digital PR is one of the most cost-effective ways to build long-term visibility. The two approaches reinforce each other, so your reputation grows both online and offline.
