A Guide To Digital Charity Marketing
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By Carl Panteny @Koozai_Carl A GUIDE TO DIGITAL CHARITY MARKETING
Transcript of A Guide To Digital Charity Marketing
By Carl Panteny
@Koozai_Carl
A GUIDE TO DIGITAL
CHARITY MARKETING
CHARITY MARKETING CONTENTS
Current Trends
Slides 3-5
Marketing For Donations
Slides 6-8
Protecting Your Branding
Slides 9-14
Using PPC
Slides 15-21
Integrating Social
Slides 22-24
Content Marketing
Slides 25-30
Points To Remember Slides 31-33
10 Rules To
Stay In Touch
CURRENT TRENDS IN
DIGITAL MARKETING
With Social Media at its core, Charity
Marketing has entered a new era when
appealing to audiences, and more
importantly increasing their brand
presence.
The entire notion of campaigning has
been to engage and increase your
audience, so it makes sense that
Social Media was a natural platform for
charities to utilise.
SOCIAL CAMPAIGNS
10 Rules To
Stay In Touch
MARKETING FOR
DONATIONS
(Source: Mashable [Online])
Social Media, in conjunction with
mobile technology, has provided new
communication channels in which a
variety of material can be introduced.
Creating the right content and tailoring
messaging enables users to ‘believe’
in your cause.
BRAND AWARENESS
…and can even increase the amount of money donated.
(Source: Mashable [Online])
MONEY DONATIONS
10 Rules To
Stay In Touch
PROTECTING YOUR
BRANDING
Even though you may have the correct
style of messaging and content, if the
campaign isn’t managed correctly this
can lead to complications.
Protecting brands online isn’t just
reserved for businesses. Charities are
branded too. This is why your brand
needs to be carefully managed.
Otherwise another charity may take
advantage.
MESSAGE CONSISTENCIES
BRANDING CAMPAIGNS
Although the Ice Bucket Challenge
was created by the ALS Association,
the lack of links and brand association
resulted in the dilution of what the
original intentions were – bring
awareness of ALS.
In the UK, Macmillan Cancer Support
adopted the campaign and began
marketing it. Yet, the nominations were
going to people who were donating
money to different charities.
COST OF SUCCESS
Any donations, to any charity is a
positive thing, but this does highlight
the loss in terms of the original
purpose of the Ice Bucket Challenge;
bring awareness of ALS.
Although some think that Macmillan
“cashed in” on the viral campaign, the
truth was, it wasn’t owned by anyone –
no brand links had been made.
AS A CONSEQUENCE...
10 Rules To
Stay In Touch
USING PPC IN CHARITY
MARKETING
IMPROVING RANKINGS
Having a brand, a great campaign idea
and selected communication channels,
is not enough in the realms of digital.
As seen with the Ice Bucket
Challenge, your Search Engine
Rankings are vital for people wishing
to donate and participate in your
campaign.
WHY USE PPC?
Successful Search Engine
Optimisation (SEO) is due to a number
of factors. Essentially it relates to how
well integrated all your digital outlets
are, and how relevant the content is to
both the user and search engine.
However, even the established brands
need to invest in their online presence
in the form of Pay-Per-Click services
such as Google Adwords.
HOW PPC WORKS
Pay-Per-Click works on brands bidding
for key search words that user may
type into the search engine.
Luckily for charities, this doesn’t have
to be a burden on their financial
resources.
CHARITY PPC
Google Grants is a system whereby
non-profit organisations can get
$10,000 per month in AdWords ad
spend absolutely free.
For charities operating in the UK, you
must be registered with the Charity
Commissions for England and Wales.
SUCCESSFUL PPC
Imagine how many more donations ALS may have got if they’d
been bidding on the term ‘Ice Bucket Challenge’…
10 Rules To
Stay In Touch
INTEGRATING SOCIAL MEDIA
SOCIAL DONATIONS
As discussed in the current trends of
Charity Marketing, Social Media has
played a huge role in increasing brand
awareness.
In addition, sites such as Easy Giving
and Just Giving provide a simple and
efficient way for your audience to
make donations.
SOCIAL REMINDER
Being creative with your campaigns on
Social Media, can lead to an
expediential increase in your audience
outreach.
However, there still needs to be that
incentive and communication to your
audience, that any Social Media
activity is not enough for your cause.
Donations are important too, and
UNICEF got this message across.
10 Rules To
Stay In Touch
CONTENT MARKETING
FOR CHARITIES
CONTENT PLANNING
Ensuring your campaign objectives are
clearly stated from the beginning
provides an understanding for your
audience on what you would like them
to support, and how to do it.
Social Media is only an outlet for your
communications; the content that you
use for the outreach is what will
determine the success of your
campaign.
TYPES OF CONTENT
Videos Images
Blogs/
Articles
Website
Copy
eBooks
Review Quizzes
/Games
Press
Release
CONSISTENT CONTENT
The trick is to have consistency, so as
it is shared across a variety of
platforms, neither the branding, or
intentions are lost.
Visual aids, stories and hashtags
provide ways of informing your
audience, building their interests and
enabling an opportunity to share
content to peers.
INSPIRE & CONVINCE
This creates the necessary digital word
of mouth to get your messages out
there.
Great content, creates great
engagement. You need to inspire,
entertain, educate and convince your
audience of the work and funding that
you require.
10 Rules To
Stay In Touch
POINTS TO REMEMBER
POINTERS & TIPS
Social Media has enabled new ways of directly connecting with
your audience and generating significant awareness.
The simplest, most engaging ideas are ones that anyone can
get involved with.
However, any campaign must have a strong brand presence to
enable your audience to have that association with charity.
POINTERS & TIPS
Any communications in the digital world need to have a
coherent and integrated approach. PPC and a website which is
optimised for Search Engines, creates greater opportunities for
your audience to discover you.
Campaigns which generate the most traction are ones that are
creative. The content that you share needs to be both
entertaining and informative.
Always remind your audience that although spreading your
name is one part, financially supporting your cause enables
you to achieve your goals.
IMAGE CREDITS Slide 4 - http://www.bigstockphoto.com/Image-33048002-bigstock-sunset-over-mountains-near-sea
Slide 5 - http://www.bigstockphoto.com/image-71573704-bigstock-stock-vector-ice-bucket-challenge-
business-eps-10
http://www.bigstockphoto.com/Image-65494285-Social-Media-Signs
Slide 7- http://mashable.com/2014/09/18/social-media-charity/
Slide 8 - http://mashable.com/2014/09/18/social-media-charity/
Slide 10 - http://www.bigstockphoto.com/image-41738200/stock-photo-success
Slide 11 - http://www.bigstockphoto.com/Image-18182633-bigstock-The-world-of-social-networking
Slide 13 - http://www.bigstockphoto.com/Image-51868162-bigstock-Awareness-Level-Conceptual-Met
Slide 16 - http://www.bigstockphoto.com/image-Google-Search-Screen-300x200
Slide 18 - http://www.bigstockphoto.com/image-50399657-bigstock-Keywords-Blue-Marker
Slide 19 - http://www.bigstockphoto.com/image-6323014-bigstock-Computer-Mouse-And-Money
Slide 20 - http://www.en.fotolia.com/images-pound-sign-and-ring
Slide 26 – http://www.en.fotolia.com/images_33810761_S
Slide 28 - http://www.bigstockphoto.com/image-60749672-Social-media-icons-on-smartpho
Slide 29 - http://www.bigstockphoto.com/image-bigstock-41144203-Portrait-Of-A-Female-With-Mega
Slide 31/32 – http://www.bigstockphoto.com/image-bigstock-16975586-Blank-red-glass-button--d-re
