Mike Hobday who leads on campaigns at MacMillan Cancer Support is right to say that “the role of campaigning will increase as spending cuts take effect”.

The most progressive organisations, and I’d count MacMillan Cancer Support firmly within this group, are realising that they need to get a better “bang for their buck” – a better return on their spending. And at this time of threatened cuts it brings to the fore that successful campaigning gives the better return than any other activity for an organisation which is concerned about the long term goals.

The less progressive organisations which perhaps don’t take campaigning for real change seriously, but see if as an add-on because other charities are doing it, may look to reduce their emphasis in this area. They will be doing their campaign and the beneficiaries of their campaign a severe disservice in the long term.
Mike referred to campaigning being important in order “to leverage the system to their advantage”. This is very true and it will be a measure of the charities and campaigns over the coming months to see how genuine they are about long term change, by increasing their investment in campaigning.