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.
Know your market and your audience
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 focus your communications and come up with messages that will specifically appeal to them. One way to go about this is to attract customers by creating valuable content. This is also known as inbound marketing which can be done by an Inbound Marketing Agency London, Whitehat A Digital Marketing Company.
Besides this, 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.
Alternatively, you could make use of the latest technological advancements like Adverity data analytics platforms – adverity.com that can offer insight into what kinds of audiences are more likely to lend a helping hand to the cause. By using technology, you can get to know more about people, like their behavior and what they like on social media and in other communities. This could help you to come up with an effective marketing campaign that can attract the attention of interested people.
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.