The Chartered Institute of Marketing has set up a group specifically for charity professionals, but insists that it is no threat to the Institute of Fundraising.

Cass Business School academic and former charity leader Prof Ian Bruce (pictured) is to lead the group, which will launch at the school on 14 May.

Speaking to civilsociety.co.uk, Prof Bruce said the new group could incorporate fundraisers, but would be open to a wider range of charity professionals.

"Charity marketing covers not just fundraising, it applies to campaigning, it applies to service delivery to beneficiaries and to the provision of physical goods to beneficiaries. Fundraising is only one part of non-profit marketing,” he said.  

“I think charities aren’t using marketing as much as they should. Fundraisers are pretty good at using marketing; the areas where I think the biggest strides can be made will be in service delivery.”

Prof Bruce said the primary target for the new group was existing CIM members, but that it would be open to non-members.

A spokesman for the Institute of Fundraising, which aspires to ‘chartered status’, said: “We welcome all opportunities charities have to learn from each other. Those working in fundraising and marketing have similar skills but will also have differing needs. The IoF works with a range of professional bodies to ensure our members share best practice and experience, and are able to attend the conferences, events and networking opportunities most relevant to them.”