CHARITY MARKETING PLAN
CREATING A CHARITY MARKETING PLAN
Creating a charity marketing plan can be tricky – and for those charity marketeers, it can be even more tricky if your charity is restricted with funds, brand awareness and/or supporters.
This blog will give you an overview of an efficient charity marketing plan with a few innovative ideas thrown in for good measure.
First step in your charity marketing plan is to think of your Objectives
You’ll need to ask what purpose do you want your marketing efforts to achieve? Are you trying to educate the public about an issue or topic or highlight how your charity can service your particular area?
It’s important to make your objectives concrete. Some of the most common charity marketing objectives include:
- Increasing your brand awareness
- Encouraging more people to donate
- Increasing membership by X amount
- Growing your list of subscribers
- Reach a younger, more digitally-focused audience
As part of the charity marketing plan, make sure to list these objectives in order of priority.
Step 2 of your charity marketing plan is to define your Target Audience
Identify your target audiences and segment them. For example, your audience could be placed into the following categories:
- Geography: national, regional, urban/rural
- Socio-demography: age, sex, family, income, occupation, social class
- Psychography: lifestyle, personality, attitudes, beliefs
Step 3: Desired Action
Determine what action you would like your audience to take and how you will measure it. Examples include:
- Becoming a member of the charity
- Donating directly
- Becoming an advocate for the charity
- Sharing a testimonial about how the charity has helped
- Subscribing to receive charity email updates
To complement step 3, you’ll need to focus on step 4: Your Charity’s Messaging
Think about which types of messaging will raises awareness for the problems your charity is facing and how this will engage your audience. This could be done in a number of ways, such as emotional storytelling integrating with calls for actions, asking for donations and engaging on social media by sharing and liking posts.
CHARITY MARKETING PLAN TACTICS
This is the fun bit – this is your chance to be creative and our chance to provide some really engaging examples and content to help make your charity stand out from the crowd.
TACTIC #1: USE VIDEO
The power of video is amazing. Emotions are ultimately what make people react to marketing, so it’s worth spending time and resources on video production. We’ve mentioned it before and we’ll mention it again – we’re ridiculously proud of the results we’ve managed to produce for one of our charity clients, Breast Cancer Now. We developed a digital advertising strategy focusing around the videos BCN had created of breast cancer sufferers and their families.
Poignant, sad, but full of hope, these videos showcase the amazing work Breast Cancer Now and researchers are doing to provide a future for those diagnosed. Take a look at their work here.
We applied strategic media, including Programmatic Media, Facebook Video and Instagram to reach BCN’s highly relevant audiences to achieve maximum exposure for the charity. In terms of results, the campaign has gone beyond expectations already. We’ve driven brand recall in over 311,6000 people, generated 4 million engagements, and full video views have exceeded our objective by 149%!
TACTIC #2: INFLUENCER MARKETING
Find an advocate for your charity and cause and have them promote it via their social channels. Influencer Marketing allows your brand and message to be projected to a wider audience. For example, the actor Stephen Fry, a patron of the charity ‘Missing People’, regularly uses social media to help raises awareness – with a following of over 12 million people, reach and engagement is bound to be high.
Being able to promote your charity on networks including Facebook, Twitter and Instagram allows your charity’s exposure to reach various audiences, who may not be typically considered a core part of your target audience. Not all charities can afford the likes of Stephen Fry, of course, but that doesn’t rule out influencers all together.
Meet the Micro Influencer.
A micro influencer is anyone who has between 3,000 and 1,000,000 social media followers. The benefit of using a micro influencer is that they have very focused groups of followers. This results in higher engagement rates than larger celebrities and in turn are brilliant ambassadors for amplifying your brand.
At Crunch, we manage influencer marketing strategies to ensure that campaign activity is complemented with the right influencer. In turn, the chosen advocates propel your brand message to a relevant audience. Influencer Marketing is exciting. It’s innovative. And it’s likely to make heads turn and make your charity noticed.
TACTIC #3: MOBILE-FRIENDLY DONATE BUTTONS
To improve your potential donors’ online donation journey, make sure it’s easy, clear and obvious where to donate. This example from Mozilla is great – offering different ways of paying, various amounts as well as the option to change the currency in an easy-to-use format. Mozilla’s mission statement is clear and contributes to motivating people to make a donation. In a previous article, we wrote about Alzheimer Society’s donations increased dramatically after rethinking their website layout, read about that here.
Additionally, Facebook allows charities to put a ‘Donate Now’ call-to-action button on their page. It makes donation easy and charitiesdon’t incur any extra costs – double win!
There we have it – our straightforward guide to creating and starting a charity marking plan. Follow these steps and you’ll be on your way to hit your objectives, work out your target audience and get thinking creatively!
If you’re considering running a digital campaign, let us help you. Whether that’s promoting videos on social and programmatic platforms, working with an influencer or in need of some tips on designing a better, more profitable charity website, please get in touch using the form below.