Yes, a UK charity can hire a digital marketing agency, and many do. Charities use agencies for everything from social media and email marketing to websites and online advertising, particularly when the team is small and time is short. The real questions are whether it's the right use of your funds, what it will cost, and how to choose a partner you can trust.
This guide answers those questions plainly, so you can take a confident recommendation to your trustees.
Is it appropriate for a charity to spend money on an agency?
Ordinarily, yes. Marketing is how most charities reach the people they help, find volunteers and raise the funds that keep services running. What matters is that the spending is sensible and can be explained: it should support your charitable aims, offer reasonable value for money, and be agreed by your trustees. If you're unsure about your own governing document or any specific rules that apply to you, check the Charity Commission's guidance or ask your adviser.
A helpful way to frame it for trustees is to ask what the agency would free up. If staff or volunteers spend hours struggling with social media or newsletters that could go on frontline work, outsourcing can be a good use of money.
What does a digital marketing agency do for a charity?
The exact list depends on the agency, but typically includes:
- Strategy: deciding who you want to reach, where, and what to say
- Social media management: planning, creating and publishing content, and engaging with your community
- Email marketing: newsletters and campaigns that keep supporters close
- Paid advertising: targeted campaigns for appeals, events or recruitment, including support with the Google Ad Grant for eligible charities
- Website support and SEO: keeping your site up to date and easier for supporters to find
- Reporting: explaining what's working and what to do next
A good agency will recommend only what you need, not everything on the menu.
What does it cost?
Prices vary widely, so it's more useful to understand how agencies charge than to look for a single number. Common models are:
- A fixed monthly package. Predictable and easy to budget for. Make sure you know exactly what's included.
- An hourly rate, often with a monthly cap. Useful when your needs change from month to month, because you pay for time used and the cap protects your budget.
- A one-off project fee, for things like a social media strategy or a website review.
As an example, Kindly Social's social media management starts from £35 a month, and hourly work such as community management is charged at £12.75 an hour, with no long-term contracts. Every charity gets a bespoke package, so these are starting points rather than fixed prices.
When you compare quotes, check what's included and what costs extra. Content creation, community management, reporting and paid ad spend are often priced separately.
What should you expect to get?
For your money, you should expect:
- A clear plan agreed with you at the start
- Content in your voice that reflects your mission
- A realistic approval process, so trustees or managers can review before anything goes live
- Regular, plain-English reporting on things that matter to a charity, such as enquiries, sign-ups and donations, not just follower counts
- A named person who knows your charity
Results take time. Social media and search in particular reward consistency, so judge progress over months, not weeks.
Questions to ask before you hire
1. Which other charities do you work with, and can I speak to one?
2. What exactly is included in the price, and what costs extra?
3. Is there a contract, and how easy is it to pause or leave?
4. Who will work on our account day to day?
5. How do you handle consent, safeguarding and sensitive stories?
6. How do approvals work?
7. What will you report on, and how often?
8. What do you need from us?
For more on whether sector experience matters, read our guide: Charity Digital Marketing Agency or General Agency?
Which agencies are recommended?
We can't give you an unbiased league table, and you should be wary of anyone who claims to. A better approach is to build your own shortlist of two or three agencies and compare them on the same criteria: charity experience, clear pricing, flexible terms, how they handle ethical storytelling, and how well they communicate. Ask for references from other charities, and trust your instincts about who you'd enjoy working with.
Kindly Social is one option, built specifically for UK charities, non-profits and CICs. You can read more about us and see examples of our work.
When an agency might not be the right answer
Hiring an agency isn't always the best move. It may be too early if you haven't yet decided what you want marketing to achieve. In that case, a short strategy project can give you direction before you commit to ongoing support. And if you have a capable volunteer or staff member with time, you might only need help with a specific piece, such as paid ads or a content plan.
Common questions
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Often, yes. Many agencies offer flexible packages designed for smaller organisations, including hourly work with a monthly cap or low-cost starting packages. Agree a budget first and ask agencies what they can do within it.
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Not necessarily. Some agencies, including Kindly Social, work without long-term contracts, which suits charities whose funding can change.
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Expect early signs such as more consistent posting and engagement within a few months. Growth in enquiries, donations and followers builds over time.
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Yes. A good agency works with your approval process, so nothing goes live without your sign-off.
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It's sensible to involve them, especially for larger commitments. Bring a short comparison of your shortlisted agencies, what each would cost, and how you'll judge success.
The bottom line
A charity can absolutely hire a digital marketing agency, and for many small teams it's a practical way to stay visible without overloading staff. Be clear on your goals, compare pricing models like for like, ask about charity experience and ethical storytelling, and choose a partner who is open about what they'll deliver.
Kindly Social is a digital marketing agency for UK charities, with flexible packages and no long-term contracts. Visit kindlysocial.co.uk] or download our free social media calendar for 2027.
