Strategic Design Management in the Third Sector

By David Haddow, David K. Harrison and Bruce M. Wood.

Published by The International Journal of Design in Society

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

The third sector is an intriguing area where design is concerned. More and more, small to midsized non-profit organisations are being forced to become more businesslike in their approach to fundraising, marketing and consequentially, their design practices. This presents an interesting combination of difficulties. Charities, by nature, endeavour to redirect maximum resource into the charitable service they provide, generally resulting in particularly limited marketing budgets. Some argue that this raises ethical issues with regards to the public perception of a voluntary organisation and the allocation of its publicly donated or local authority awarded funding. It is therefore a challenge for the creative thinker and marketer to present a charity professionally, engage with a number of incredibly diverse audiences in innovative ways and do so at a fraction of the resource that a similarly sized private sector company might have at its disposal. The paper will explore a number of important issues surrounding the design and communication of ideas in ‘not-for-profit’ sector. This will include discussion of how emerging digital media technology trends are affecting the ways in which a charity communicates its message and the importance of social media activity in today’s third sector environment. The paper will also examine examples of intelligent, resourceful, targeted design practice and marketing strategy adopted by a variety of sector leaders.

Keywords: Design, Communications, Third Sector, Brand Identity, Design Management, Creative Communications

The International Journal of Design in Society, Volume 6, Issue 2, pp.95-108. Article: Print (Spiral Bound). Article: Electronic (PDF File; 745.642KB).

Dr. David Haddow

Communications Manager, Communications & Marketing, Street League, Glasgow, Scotland, UK

I’m currently the Communications Manager for a UK-wide charity organisation called Street League. I am also a Ph.D. researcher at Glasgow Caledonian University writing a thesis entitled ‘Design & Communications in the Third Sector’. Before embarking on this project, my background includes working in the private sector marketing departments as a graphic designer.

Prof. David K. Harrison

Professor, School of Engineering & Computing, Glasgow Caledonian University, Glasgow, Scotland, UK

Eur Ing Professor David K Harrison B.Sc.(Hons) M.Sc., Ph.D., CEng FIET FIMechE FIES CITP MBCS: David is currently the Chair of the Research & Knowledge Transfer Committee of the School of Engineering and Computing within Glasgow Caledonian University. He has spent his working career in the manufacturing industry or industry facing academia. A graduate of UMIST, he has also worked within the Department of Mechanical Engineering, where he was a consultant to many blue chip manufacturing companies. He joined Glasgow Caledonian University in 1994 where he has had a variety of roles. He has delivered an M.Sc., Module on “Project Planning and Management” for the past 15 years and this has been available via Distance Learning mode for the past 6 years. He is the joint author of the textbook “Systems for Planning & Control in Manufacturing” which has been designed to be self pacing and is supported with 400 PowerPoint Slides complete with Speaker Notes which are distributed via the Butterworth-Heinemann Website. He has also edited several books and conference proceedings and has published his work widely. He has supervised 36 Ph.D., students through to graduation. He is a Visiting Professor of the University of Mining & Metallurgy, Krakow in Poland. He is the Secretary of the Engineering Professors’ Council and the President of the Institution of Engineers & Shipbuilders in Scotland.

Prof. Bruce M. Wood

Director, Centre for Creative Industries, Glasgow Caledonian University, Glasgow, Scotland, UK

Currently Director Of the Centre for Creative Industries and leader of the Knowledge Transfer Partnership activity with Street League.