Not every recruitment campaign begins with a blank page. Sometimes a charity has already tried and been left disappointed. That was the situation for Mission Aviation Fellowship UK when they returned to Charisma to appoint a new Social Media Manager. I led the search, and it was a pleasure to work with a team we already knew.

What is Mission Aviation Fellowship?

Mission Aviation Fellowship (MAF) is a Christian charity that flies aid to remote communities. It uses light aircraft to deliver medical care, emergency relief and essential supplies to isolated communities around the world. MAF UK acts as a critical resourcing and support hub for the charity's global operations. It is the place where the stories of that work are shared with supporters, which is why the Social Media Manager role matters so much.

Why was the Social Media Manager role hard to fill?

Many applicants lacked an understanding of the charity sector and of the Christian donor audience. The role had already been to market, but MAF UK struggled to attract candidates of the right calibre, and those supporters are the audience whose backing the charity depends on. We had partnered with MAF UK in the past, so the team came back to us when this vacancy arose.

That combination is harder to find than it sounds. Plenty of people can run a social media account well. Far fewer know how to speak to supporters who give out of faith and conviction, in a tone that is warm, authentic and respectful. A social media manager for a charity like MAF is not simply posting content. They are helping to build a community and telling stories about lives changed by the work.

How did we bring the role and the cause to life?

We created an engaging video with the line manager and an enticing candidate pack. Working closely with MAF UK, we designed the campaign to bring both the role and the cause to life. The video let candidates hear directly from the person they would be working with about what the role involved and what the team was like.

For a creative role in particular, this is a good way to attract people. Candidates in social media understand the power of storytelling, and they respond to a role that is presented with the same care and imagination they would bring to it themselves. A video from the line manager also gives an honest sense of the working relationship, which helps candidates decide whether it is right for them before they invest time in an application.

How did we find candidates with cause alignment?

Through proactive headhunting of people who combined social media skill with sector understanding. We invested heavily in this, focusing on candidates who combined strong social media expertise with a real understanding of the charity sector and of Christian supporters. That was the gap the earlier campaign had not filled, so it shaped our whole approach.

By seeking out people rather than waiting for them to appear, we could speak directly to those who already had the experience and the outlook the role required. Some of them had not been looking for a move at all. A conversation about a cause they cared about was often the first time they had considered it.

The response

The campaign attracted 13 applications. Three candidates were shortlisted and one progressed to formal interview with MAF UK. On paper, that is a small number, but it reflects how carefully we screened and how specific the brief was. When a role needs a rare combination of skills and cause alignment, the goal is not to give a hiring team a long list of options. It is to put the right person in front of them.

What was the outcome?

An outstanding Social Media Manager was appointed in August 2026. The selection process was thoughtful and prayerful. The successful candidate brings fantastic cause alignment. Through our conversations, it became clear they were ready to make the move to Kent in order to take on the role, which is a powerful illustration of how deeply MAF's mission resonated with them.

It is a moment that reminds me why I love this work. People do not relocate for a job alone. They relocate because they believe in what the organisation is doing and want to be part of it. We know this appointee will play a vital part in sharing the story of MAF's life-changing work with supporters across the UK.

What this search shows

For charities recruiting into communications and digital roles, there are a few points worth remembering. Sector understanding is not a bonus but a core requirement, because the audience and the tone are so specific. Showing candidates the role, through a video from the line manager or a well-crafted pack, gives them a much clearer picture than an advert alone. And proactive headhunting can reach exactly the people who are the best fit but who would never have seen the vacancy.

We are grateful to MAF UK for trusting us again, and we wish the new Social Media Manager every success in their new season.

Can Charisma help if your search has stalled?

Yes, we can review what has and has not worked and design a campaign around your role and cause. If your charity has been to market for a role and not found the right candidate, we would be happy to help. Contact the team to start a conversation about your next appointment.