Know the audience
Charities often communicate with several audiences at once. Strong communicators can adapt tone and channel without losing accuracy or dignity.
Experience in customer, public-sector or regulated communications can transfer well.
Show outcomes
A portfolio should demonstrate more than attractive content. Explain the objective, audience, your role, channel choice and results. Useful measures may include reach, engagement, conversion, media coverage, enquiries or behavioural change.
For sensitive causes, quality and accuracy can matter as much as scale.
Ethical storytelling
Communications about beneficiaries require consent, dignity and careful representation. Avoid language that reduces people to problems or uses distress purely for attention.
Employers may value judgement around safeguarding, privacy and inclusive language.
Digital and data
Email, social media, websites, search, analytics and CRM systems are common parts of modern communications work. You do not need to be expert in every channel, but demonstrate the ability to learn systems and use evidence.
Connect data to decisions rather than listing tools.
Career change
Agency, corporate and public-sector communicators can transfer effectively. Tailor examples to show stakeholder complexity, limited budgets, public trust, behaviour change or mission-led campaigns where relevant.
Research the cause so your application does not feel generic.
Frequently asked questions
Do I need a portfolio?
It is useful for content, design, digital and media roles. Include context and outcomes, not just finished pieces.
Is marketing different from communications?
There is overlap. Marketing often emphasises audience action and acquisition, while communications can be broader, but job titles vary.
Do I need charity experience?
Not always. Strong professional communications evidence can transfer, especially when you understand the organisation's audiences and sensitivities.
Recruitment processes vary by employer. Always follow the instructions, essential criteria and deadlines in the specific job advert you are applying for.