Alzheimer's Society appoints a new UK media agency
- Aug 13
- 2 min read
Updated: 3 days ago
Alzheimer's Society has appointed a media agency following a competitive review, joining a wave of UK charities re-pitching their media to squeeze more impact from tighter fundraising budgets.
A charity re-pitches its media
Alzheimer's Society has confirmed a new media agency appointment after running a competitive review. For a major charity, media is a serious line item — the engine behind fundraising appeals, awareness drives and supporter recruitment.
The review reflects a broader pattern across the third sector, where charities are re-examining agency relationships to prove every pound of donor money works harder in a tougher economy.
Why charity media is under the microscope
Fundraising has been squeezed by cost-of-living pressures, so charities face intense scrutiny over efficiency. A media review is one of the clearest levers to reset planning, buying and — crucially — measurement of what actually drives donations.
Our read at Marketing Minute: the temptation in a downturn is to cut brand spending and chase short-term response. But the evidence from Binet and Field's IPA work is consistent — a roughly 60:40 split toward brand-building sustains long-term results, and that logic applies to causes as much as to commercial brands.
The lesson for purpose-led marketers
For any purpose-led organisation, the review is a reminder that emotional brand-building and hard-nosed accountability are not opposites. Consistent brand memory makes every fundraising ask more effective.
The charities that thrive protect a distinctive brand while demanding rigorous measurement — using data to prove impact rather than to justify cutting the very brand work that fuels giving.
Quick FAQ
Why did Alzheimer's Society review its media agency?
The charity ran a competitive review to ensure its media planning and buying deliver maximum impact and accountability — a common move as fundraising budgets face cost-of-living pressure.
Why are UK charities re-pitching media now?
Tighter donations and rising scrutiny of efficiency are pushing charities to reset agency relationships, sharpen measurement and prove that every pound of donor money works harder.
Should charities cut brand advertising in a downturn?
Evidence from Binet & Field suggests a roughly 60:40 brand-to-activation split sustains long-term results. Cutting brand spend to chase short-term response often weakens future fundraising.
— Daniel Nikolla, Founder of Marketing Minute
The takeaway: for cause-led brands, accountability and emotional brand-building aren't rivals — consistent brand memory makes every fundraising ask more effective.
Is your organisation measuring brand impact, or only the last click before a donation?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Campaign.
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Written by Daniel Nikolla, Founder of Marketing Minute
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