How an Apprenticeship Helped a Charity Build Digital Capacity
BMS World Mission is a Christian NGO working in over 30 countries, supporting refugee response, healthcare, education and gender justice. When the organisation identified a gap in digital communications, it didn’t just recruit—it invested in a content creator apprenticeship through The JGA Group.
The apprentice was Ed Axtell, a commercial music graduate looking for a career with purpose. Over 18 months, Ed gained hands-on experience in social media, video, copywriting and more—while BMS gained clarity and capability in its digital communications.
About BMS and the Role
“BMS are a missionary-based charity working around the world to bring hope where it’s needed most. That means tackling poverty and injustice, and helping people and communities thrive,” Ed explains.
The Content Creator Apprentice role was designed to combine work with structured learning. “The apprenticeship was baked into the role… if you did the role, you’d be doing the apprenticeship.”
Although Ed held a master’s degree in commercial music, he hadn’t worked in marketing before. “It allowed me to come in and learn again… I wasn’t planning on being in this career field.”
BMS needed to overhaul its digital approach: “I picked up a small publication, helped with socials, copywriting, website content, photography… it gave the specialist team space to breathe.”
And importantly, the apprenticeship gave the organisation time to reflect.
“Having an apprentice means if you want to keep them on at the end, then you have a trained person that fits that need. Or at the very least, you’ve spent 18 months or two years learning what kind of specialism you actually need for your team to function well.”
Real Learning, Real Application
Ed was able to apply what he was learning in real time. “We were doing the videography module and that lined up with a month where I was creating a new set of training videos for our overseas workers.”
He also took the lead on World News, a BMS publication for churches. “I was editing World News… having a module focused on copywriting really helped.”
Some modules raised deeper ethical questions. “At BMS, we’re gifted people’s stories—these are real people who’ve had really challenging things happen. Sometimes using AI-generated content can be insensitive…and can even be considered unethical.”
Smart Support for Small Teams: Why Apprenticeships Suit Non-Profits
Charities like BMS benefit enormously from apprenticeships because of their adaptable nature. “In NGOs, you’re very dependent on people,” Ed explains. “Teams are smaller, so you might wear more than one hat or be asked to take on different tasks. You’re not as pigeonholed as you might be in a bigger organisation—there’s a lot more juggling.”
But the impact runs both ways. For Ed, working in the charity sector gave his new career direction a deeper sense of meaning: “To work in non-profit is a real privilege… you’re working to try and make the world a little bit of a better place.”
He also speaks powerfully about what it means to be an apprentice in this environment.
“You’re not coming in because of your expertise. You’re coming in because of other people’s. You’re at the bottom rung… it forces you to listen, to accept feedback, to grow.”
Most importantly, he adds, “You also get paid to have space to learn about yourself… which I think is a great thing to do.”
Start your apprenticeship story today
Ed’s journey shows how apprenticeships offer more than just skills—they offer clarity, purpose and real impact for both individuals and organisations. Whether you’re an organisation looking to build capacity or someone exploring a new career path with meaning, an apprenticeship can open the door.
Discover how The JGA Group can help you grow your team or transform your future. Get in touch to learn more.