Regardless of the size of your charity or the reason why it raises money (be it caring for injured animals, helping poverty victims, providing assistance to cancer sufferers or something else), the way you market yourself will play a vital role in your organisation’s overall success.
When it is done well, marketing can have a substantial impact on a charity or non-profit body’s efforts to raise awareness of the causes it is trying to support and attract donations. Below are a couple of the points that are worth bearing in mind in order to create an effective and long-lasting marketing strategy.
Know your market
Even if you’re hoping to appeal to as wide an audience as possible, it’s a good idea to come up with marketing campaigns that will enable you to concentrate on a particular demographic that is most likely to donate to you. Doing so will help you to focus your communications and come up with messages that will specifically appeal to them.
Conducting online and door-to-door surveys is a good way to establish which groups of people are likeliest to lend you their support, although you may also want to hire an external research firm for assistance in carrying out these studies. From here, you should be able to get a good idea of the ages and interests of your would-be supporters and create adverts they will be interested in seeing.
One thing that often puts off many people from donating to charity is that they don’t always know exactly how their money will be spent. You can get around this problem by offering detailed information about your cause and where the cash you receive goes.
It is also a great idea to set out what can be done with different amounts of money (for example, if a £5 donation enables you to buy a packet of seeds for a poor family in Africa) so supporters are aware of where each penny goes and can donate safe in the knowledge that they are doing some good. Even if a proportion of the money you receive won’t go directly to the cause you support, perhaps it will be reinvested into the organisation to help it receive more money in the future – you should be upfront and honest about this.
Embrace multichannel marketing
Multichannel marketing can produce results that are better than would be created from the individual constituent parts. If you’re considering online marketing, you should probably have a presence on social media sites such as Twitter, YouTube and Facebook, while your main website needs to feature good-quality, regularly updated content about your organisation’s activities and aims.
All online marketing efforts ought to be supplemented with a robust offline promotional strategy. This could include running radio and TV adverts, while distributing pens, badges and other items of promotional merchandise in charity shops and at events like conferences can help boost awareness of your efforts among people who do not use the internet.
These are just a few of the marketing tips that charities may want to embrace, but if you can think of any more please share your thoughts by posting a comment below.