Acevo and ITN Productions have partnered to make a programme about charities, with non-profit organisations charged £16,500 to appear for four minutes, even though the only confirmed screening is at Acevo's conference.

Acevo, the infrastructure body for charity chief executives, will not charge its own members to appear in the "news and current affairs-style programme".
Acevo has not itself approached charities for payment, however ITN Productions has been given Acevo's permission to use its name in its marketing materials and talk about the partnership.

The programme, which aims to explain how modern charities work, will be broadcast at Acevo’s annual conference in November, and on the umbrella body’s website and social channels. 

ITN Productions is the commercial arm of ITN which makes “bespoke content for broadcasters, businesses, brands, rights holders and digital channels”. It has been contacting potential partners, including at least one charity, offering space in the programme at a cost of up to £16,500. 

Documents seen by Civil Society News, say that “the cost of the foregoing for non-profits is £13,500 plus VAT (for one day of filming, two days is organised at £16,500 plus VAT)” and do not specifically mention that this is a sponsorship arrangement, but refer to a “partnership”. 

Partners can expect a 4-5 minute “reporter-led” film that they can use on their own websites and will be included in the Acevo programme, Leading with Heart & Head, which will be broadcast at Acevo’s conference and then hosted on Acevo’s website. Acevo and ITN Productions will also send out press releases. 

The programme is being fronted by television presenter Natasha Kaplinsky. To launch the partnership ITN Productions and Acevo published a video of her interviewing Sir Stephen Bubb, who was then chief executive of Acevo. 

Bubb said he hoped the programme will be “about explaining the role and importance of a 21st century charity leader”. He added: “There’s a lot of misconception about particularly chief executives; what we need to do is explain why it is we need professionals running charities and that professionals have to be paid. We need the best talent we can if are to deliver at the frontline.”

‘We have not contacted frontline organisations’

A spokeswoman for ITN Productions insisted that it is not contacting “frontline charities” and is working from a list approved by Acevo. It also said the only charities it had been in contact with were those that approached it looking for more information. 

Max Smith, programme director at ITN Productions, shared a post on LinkedIn at the beginning of August, urging organisations to get in touch to find out more. 

He said: “Through engaging interviews and insight, Acevo hopes to change the public’s perception when it comes to charities and increase their confidence when it comes to supporting them.”

In a statement ITN Productions said: “ITN Productions has partnered with the Association of Chief Executives of Voluntary Organisations to create a news and current affairs-style programme which will showcase the important work done by charity leaders, while also looking to the future of the sector.

“Leading with Heart & Head aims to highlight the vital work done by Acevo through a series of news-style reports, interviews and sponsored editorial profiles. Specific commercial companies and non-profit organisations, who do not provide frontline services, have been initially approached regarding sponsored editorial opportunities within this programme.”

Acevo: ‘Our members bear no cost’

An Acevo spokesman said that it was approached by ITN Productions last year and that it is co-ordinating production of the editorial content looking at issues affecting the wider voluntary sector. 

In a statement Acevo said: “Acevo and ITN Productions are producing a programme entitled Leading with Heart and Head. It will address itself to the shape of the sector in the 21st century and the challenges facing charity leaders.

“This programme will contain editorial content identified by Acevo. The interviewees in these items are sourced by Acevo and will neither be paid for their contribution (bar reasonable travel expenses) nor will money be sought from them. Acevo and its members bear no cost for the production of the programme.

“The programme will be financed by sponsorship which is being sought and sourced by ITN Productions from specific third parties. These are third parties who have a known interest in the sector and who might wish to be associated with the programme and its themes.

“The intention of this project is to provide our members and other stakeholders with a focus for debate and discussion on the important issues facing the sector in the 21st century. Such programmes have a proven track record of being a valuable means of communication to a range of different audiences. ITN Productions has worked with around 40 associations in the UK over the past four years to create compelling content to communicate key industry issues to members and other stakeholders.”

Broadcast of the programme

The programme will be shown at Acevo's annual conference in November, which 300 delegates are expected to attend.
Once the programme has been broadcast at the Acevo conference it will available on the membership body’s website. It will also be sent to members and journalists. “A trailer, an abridged version and full chaptered programme will be made available to the entire network to share as appropriate,” Acevo said. 

Sponsors will be able to “publish specific excerpts that they are featured in from the programme for use on their own website, social channels and press outreach”.