A new report by the NCVO’s expanded Third Sector Foresight Project, Voluntary Sector Strategic Analysis 2004/05, says that although the sector has experienced overall growth, much of this success has been claimed by the big household names. It warns that the general public identify these brands as being the charity sector, and that if there was a decline in public donations caused by economic factors such as spiralling debt smaller charities would be the ones to suffer.

Speaking at the NCVO’s Third Sector Foresight Conference today, Karl Wilding, head of research for NCVO, said: “Big charity brand awareness dominates the public’s perceptions of the sector. This is despite the Government’s new localism agenda, which stresses the importance of locally governed and supported voluntary organisations.

“More effort will be needed to promote activities that are not linked to the Government’s public service agenda but nevertheless contribute to building healthier communities at a grass roots level.”

Voluntary Sector Strategic Analysis 2004/05 says that one solution could be for the larger charities to forge partnerships with smaller local organisations, especially as the government is expected to increase the amount of outsourcing it allocates to the sector, something which will require voluntary organisations to develop a wider range of management skills, including contract negotiation and partnership working.

The NCVO has also developed Tools for Tomorrow – A Practical Guide to Strategic Planning for Voluntary Organisations, a publication to help smaller charities with the challenges they face. To order visit www.ncvo-vol.org.uk/publications or call 0800 2 798 798.