Stand out in the charity job market: tips to show you’re the ideal person for the role

If you’re applying for charity jobs in 2025, you’re not alone. At TPP, we saw a 75% increase in average response to live jobs in 2024 compared to 2023. With demand rising and AI tools making it easier to apply, some roles are drawing dozens of applications.

That’s not a bad thing. Charity work offers meaning, purpose and a chance to make a difference. It’s no surprise the sector continues to attract strong interest. But with more applications landing in hiring managers’ inboxes, many capable candidates, with relevant experience are still missing out, because their applications feel too broad, too templated or disconnected from the organisation’s goals.

As a specialist recruiter for the non-profit sector, we regularly advise job seekers on how they can avoid being overlooked when they do, in fact, have relevant experience. 

This blog will help you change that. We’ll share practical ways to make your application more focused, more relevant and more aligned with what charities are actually looking for.

What’s changed in the job market

Many of the changes are outside of candidates’ control, yet they have a direct impact on how easy it is to stand out.

There are more candidates and fewer roles

Since early 2024, the number of live vacancies has declined. Between April and June, charity job postings dropped by 10%. At the same time, more people are applying for charity roles. This is being driven by a mix of reasons, including redundancies, restructures, concerns about job security and income, and the usual motivations like progression, development and better pay.

This increase in volume is putting pressure on already stretched hiring teams. Most non-profits have not yet adopted AI in their recruitment process, so shortlisting remains manual and heavily reliant on human input. As a result, applications are often assessed quickly, which can affect the fairness and consistency of the overall process.

It’s easier to apply, but harder to connect

Technology has made applying for charity jobs quicker and simpler than ever before. This means hiring managers often receive a large number of applications for each role. To stand out, your CV and cover letter need to do more than just list your skills and experience. They should give a clear sense of who you are and why this particular role is important to you.

Charities want candidates who understand the role and the impact they can have. When you explain how your skills and values align with the organisation’s mission, your application becomes more meaningful and easier to remember.

To learn more about how to create a CV that resonates in a challenging job market, read our detailed guide on writing a standout CV. 

Candidate expectations are shifting

Jobseekers are thinking carefully about how, where and why they work. Many now expect some level of flexibility, clarity around progression, and alignment with an organisation’s values. But not all charities can offer this, especially when budgets are tight or internal teams are stretched.

This disconnect between what candidates are looking for and what organisations can offer means applicants need to work harder to show not just what they want from a role, but what they will bring to it.

The sector is welcoming more people from other industries

Many charities are actively looking for transferable skills to help close persistent gaps in areas like digital, marketing and finance.

This shift is positive, but it comes with a challenge. If you do not explain how your experience relates to the role or the organisation’s goals, hiring managers may find it harder to see the fit. 

Why good candidates aren’t getting through

It’s not just you. Many candidates are finding it tougher to get noticed. Even with relevant experience and motivation, many candidates find their applications overlooked. This is often not due to a lack of ability but because the information presented doesn’t fully demonstrate their suitability for the role. 

Applications that don’t clearly connect a candidate’s experience to the charity’s mission or fail to show a genuine interest in the organisation struggle to stand out. Similarly, focusing on responsibilities without highlighting achievements or transferable skills can leave hiring managers unsure of what the candidate will bring to their team.

Some of the most common issues we see in candidate applications include:

• Applications that read as generic, with little tailoring to the specific role or organisation
• Limited or no mention of why the charity’s mission matters personally to the candidate
• Lack of clear examples showing impact or results beyond listing duties
• Transferable skills from other sectors not clearly explained or linked to the role
• CVs and cover letters that are overly formal or lack personality and warmth
• Failure to address key requirements or priorities outlined in the job description
• Applications that focus too much on past job titles rather than relevant skills or potential
• Little evidence of ongoing learning, development or adaptability to new challenges
• Minimal demonstration of how the candidate works with others or fits into a team environment

Improving how these areas are addressed can significantly increase your chances of progressing. By showing why you want the role, how your skills apply, and what you’ve achieved, you make it easier for hiring managers to see you as the right candidate.

What does a great hire look like today?

Drawing on TPP’s deep experience in charity recruitment, alongside insights from the 2024 Salary, Rewards & Retention Survey, we know that great charity employees combine relevant skills with genuine motivation and alignment to an organisation’s mission.

Across the sector, candidates who stand out:

• Show clear motivation and intent for the role and organisation
• Bring skills that match the role and demonstrate potential to grow
• Understand the pressures charities face and can adapt quickly
• Communicate their impact clearly, focusing on outcomes, not just duties

Skills shortages in demand

According to the 2024 Salary, Rewards & Retention Survey:

• Over 60% of charities report difficulty recruiting digital marketing and fundraising professionals.
• Around two-thirds of charities struggle to find qualified finance and HR specialists.

As organisations adapt to new systems and technologies, there is also growing demand for candidates with knowledge of AI tools and digital processes. While few charities have adopted AI fully, those with even a basic understanding of how it fits into modern working practices may have an advantage as demand continues to grow.

Digital skills in particular are highly sought after. This includes:

• Managing social media campaigns on platforms like Facebook, Instagram, and LinkedIn
• Using data analytics tools such as Google Analytics
• Working with CRM systems like Salesforce or Raiser’s Edge, widely used in the charity sector for fundraising and supporter management

Fundraising expertise remains a priority, especially in areas like corporate partnerships, legacy giving, and grant applications. Meanwhile, candidates who demonstrate adaptability and a willingness to learn new skills tend to have an advantage.

Motivation and alignment

Research from Charity Excellence’s 2024 report shows that over 70% of candidates say alignment with an organisation’s mission strongly influences their decision to apply or stay. Candidates who can explain why they want to work for a specific charity and how their values connect with its mission often make a stronger impression.

This might include relevant volunteering experience, previous work with similar causes, or a personal connection to the charity’s goals.

Sector pressures and adaptability

Charities operate with tight budgets and rising demand for services. TPP’s 2024 Non-Profit Salary, Rewards & Retention Survey Report found that 37% of charities consider salary constraints and limited resources major recruitment challenges. Additionally, 42% of charity staff say they have considered leaving the sector for better pay or senior roles.

Candidates who understand these pressures and show they can adapt to demanding, resource-limited environments demonstrate readiness to contribute effectively.

Communicating impact

Strong candidates clearly communicate the difference they have made. For example, instead of simply stating “managed fundraising events,” a better approach is to say “led fundraising events that increased donations by 20% and engaged 150 new supporters.”

The same applies across other roles. Rather than saying “provided administrative support,” consider something like “streamlined internal processes by improving document management, reducing turnaround time by 30%.”

Quantifying achievements or providing specific examples helps hiring managers see the tangible value you can bring.

What matters most to hiring managers right now

Findings from the 2024 Salary, Rewards and Retention Survey show that charity hiring managers have placed priority on:

• Attracting diverse candidates (46%) to build inclusive teams that reflect communities served
• Employee retention through upskilling (48%) to close skills gaps and reduce turnover
• Ensuring an equitable recruitment experience (50%) to provide fair and accessible hiring
• Recruiting entry-level talent (29%) to develop future workforce pipelines
• Recruiting underrepresented groups (18%) to improve diversity and inclusion
• Skills and potential-based hiring (51%) focusing on what candidates can do and grow into, not just their previous roles

For candidates, standing out is not just about having the right experience. It is about showing that you understand the realities of the sector, bringing the skills that charities urgently need, and being ready to learn and adapt. 

Demonstrating your motivation, flexibility and clear impact will help you connect with recruiters and improve your chances of landing your next charity job.

Quick checklist to make your charity job application stand out at every stage

Before you apply:

• Research the charity’s recent campaigns, reports or news to mention something specific in your application
• Reflect on how your personal values align with the charity’s mission beyond generic statements
• Identify which transferable skills from your background best address the charity’s current challenges

When writing your application:

• Avoid generic phrases; instead, explain how you approached challenges or projects
• Tailor your application to the role. Clearly read the job description and highlight your skills and experience that match what the employer is looking for
• Be mindful of accessibility by using clear, straightforward language and avoiding jargon
• Highlight any experience working with diverse or underrepresented communities, even if informal or voluntary

After submitting your application:

• Follow the charity on social media and engage with their content authentically to stay informed
• If appropriate, send a polite follow-up email expressing your continued interest and asking if they need any further information
• Don't pause your job search while you are waiting. Keep your eye out for other interesting opportunities
• Keep a record of your outstanding applications. You can use our free application tracker here

For interviews and assessments:

• Prepare examples of how you handle pressure, change or setbacks, as charities value resilience in candidates
• Prepare to discuss how you have contributed to a team or supported colleagues in previous roles
• Think about how you have managed or adapted to limited resources, tight budgets or changing priorities
• Be ready to speak to your understanding of the charity’s sector and current challenges without needing to have worked in the sector previously
• Show enthusiasm for the role and the charity’s mission through your tone and examples

Your next role starts with a thoughtful application

Applying for a new role today can feel overwhelming. More people are applying, roles are competitive, and it is easy to feel lost in the crowd. But every application is a chance to show who you really are, not just your experience but your motivation, values and the impact you want to make.

Taking time to craft your application with purpose, tailoring it to each charity job and sharing clear examples of your achievements will help you rise above the noise. It shows hiring managers that you understand the charity’s mission and that you are ready to contribute meaningfully.

Remember, your application is your first impression and with the right approach it can open the door to your next meaningful charity role.

Ready to find your next charity role?

At TPP Recruitment, we specialise in connecting people like you with meaningful charity jobs across the UK. Whether you’re just starting out or looking for your next challenge, we understand the sector and are here to help.

Explore the latest charity jobs near you today, or reach out to our team for advice on making your application stand out. Your next great role could be just around the corner.