The Role of Marketing in the Charitable Sector

The role of marketing in the charitable sector

8 September 2010

Welcome

Katie Sanders, Pro-Act Marketing LtdSteve Lodge, Oxygen Creative

Definition of marketing

The management process responsible for identifying, anticipating and satisfying

customer requirements profitably.Source: Chartered Institute of Marketing

What is marketing?The 4 Ps:

ProductPricePlacePromotion

What’s the difference…

…between charity marketing and business marketing?

• Normal rules don’t apply?• Size, budget, objectives, funding availability etc• Similarities to SMEs• Normal rules of marketing DO apply

Marketing objectives

We all know we should be marketing – so how do we make it focused?

Objectives

• SMART

SpecificMeasurable Achievable Realistic Time-bound

Product

What is your product/service?

The “boiler plate” – or your mission, your vision, or just what you do

It’s how you would describe what you do to/for someone else.

Take a moment to think if yours is right – or write one…

Ask yourself…

• Is it relevant to all stakeholders?• Is it as concise as it could be?• Does it use words that are consistent with your brand

values?

• National Bullying Helpline:The only UK National Bullying Helpline for adults & children.

• Oxfam:Oxfam is a global movement of people working with others to overcome poverty and suffering.

• Small Charities Coalition:The Small Charities Coalition exists to help small charities access the skills, experience and resources they need to achieve their aims.

Target audience

Define who you want to communicate to

Ask yourself…

• Who are you stakeholders?• What do you want from them?• Where do you find them?

Personality and Identity

Values, beliefs… and the corporate identity

Who are you?

• Appeal to emotions – induce goodwill• Encourage people to align themselves with you• What is your outward projection of what the charity is?

And does it make sense to your stakeholders?

What should your ID say about you?TrustworthyProfessional

RelevantRecognisable

Let’s look at some examples…

Personality and Identity

Tone of voice

If your charity was a person, how would they – or should they –

sound?

This will help with your boilerplate description, your letters, ads…

everywhereSome tips…

• Find the words that would crop up again and again about your charitypassionate, friendly, positive, committed, dynamic, direct?

• How informal should you be? Advertising is “Salesmanship in print” so most charities write as they speak.We’re… I’m… / We can - not It can

• Do you use anger – or focus on the positives?It’s time the injustice stopped / Help us to help them

• Do you pull on heartstrings – or focus on facts?We saved 20 dogs from being put down / We rescued 20 dogs from pain and anguish and nursed them to recovery

• What words should you avoid?Cancer Research UK avoids talking about “fighting” cancer, cancer “victims” or finding a “cure”.

• Humour sells – but is there a place for it for your charity?When can you be informal? When is fun a good thing?

• TOV at MacMillan:

Writing for Macmillan? Think D.U.A.S. That’s driven, universal, active and straightforward – the Macmillan ‘tone of voice’. These principles will help you to write clear, sparkling copy that expresses Macmillan’s passion for supporting people affected by cancer.

• TOV at Age Concern:

It is important that we all understand how to speak to our audience in a tone of voice that reflects our brand's values.As a simple guide, think about your particular audience and what they need to hear, and check that your copy is:Accessible – simple, friendly, jargon-free, straightforwardHonest – clear, explanatory, not marketing-speakPositive – upbeat, enjoyableRespectful – inclusive, intelligent, non patronising

Introducing marketing communications

The marcoms toolsPR / sponsorship / social media

AdvertisingBranding

Personal SellingWebsite / other digital

Direct marketingWord of mouth

What marketing communications tools do you use?

The marcoms approachCohesive approachTarget everyone?Consider the messageFulfill your objectives

If it doesn’t – don’t do it

PR / sponsorship / social mediaSome examples…

PR on a budget: case study

It is possible to get good coverage without spending a fortune.

Merton Cycling Campaign is a tiny organisation reliant on 150 members paying either £16 or £32 a year. Consequently, when it was lucky enough to win a £2,500 grant from the City Bridge Trust to develop a cycle training course, publicising the courses was going to be tricky.

“When I first looked at the cost of advertising in the local paper, it was absolutely prohibitive,” says the campaign’s Godwin Calafato.

Calafato promoted the new courses with flyers and also contacted a local reporter asking if she would be interested in taking a training session and writing it up. The result was a two-page colour spread in the local paper.

Much of the success is down to promoting the courses to anyone who will listen. “Every opportunity I see I take advantage of,” he says, “because it doesn’t come to you in this life. You have to go and get it.”

PR – press coverage

PR – social media

PR – corporate fundraising

PR – celebrity endorsement

PR – freebies

AdvertisingSome examples…

Advertising – awareness

Advertising – direct response

Advertising – TV direct response

BrandingSome examples…

Branding – leverage

Branding – digital assets

Branding – awareness

Personal sellingSome examples…

Personal selling – door to door

Personal selling – collections

Personal selling – affiliation

Personal selling – corporate fundraising

Personal selling – engagement

Websites / DigitalSome examples…

Websites – web page

Websites – campaign page

Websites – web page

Direct marketingSome examples…

Direct marketing – newsletter

Direct marketing – direct mail

Budget settingMake the most of your resources

Monitor and evaluate

Is what you’re doing working?Changing circumstances

Reporting to stakeholders

Thank you!

If you’d like to talk anything through, contact us:

Steve – 01884 255999Katie – 01884 250066

For a copy of this presentation, email:[email protected]

[email protected]

The Role of Marketing in the Charitable Sector

Business

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