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The Beginners Guide to Writing a Charity Marketing Strategy

The reason for putting together a great charity marketing strategy is simple. It will enable you to reach more people and generate more profit. Without one, you could end up wasting a lot of money and time. With that in mind, we have put together a little guide to get you started.

Setting up your Charity Marketing Strategy

Strategy is a difficult thing. Though it is not rocket science, you will find yourself having to make choices about what you want to do and what you don’t. This means difficult decisions. However, the alternative option is a vague strategy that is of use to nobody. The starting point of your charity marketing strategy should be what your organisation is trying to achieve. What are the goals for your charity, where do you want to go and how do you plan on getting there?

Focus on the Environment Around you

Your charity marketing strategy should begin with an analysis of the key factors affecting you. Some of this should focus on the bigger picture. Think about the political, social and technological factors affecting charities that are similar to yours. Some should be “micro” factors specific to your charity. These can be things like your competitors and the main challenges your management and financial team are set to face. Frameworks such as PEST and SWOT can come in handy here as they enable you to see where you are and where you need to be.

Set Objectives

This is where you decide what you want your charity marketing strategy to achieve through your marketing. You may have a fundraising target, revenue target or desired improvements to your brand or website. Regardless of what you choose, you must make SMART objectives (specific, measurable, achievable, realistic and timed to when they need to be achieved by). It is important that this is met with absolute clarity. How do you plan to measure whether these goals have been met or not?

For example, being a “leading charity” is too much of a vague goal and will therefore be difficult to keep track of. With digital marketing, you will find it easier to measure your goals, especially if you measure leads from social media.

Key messages

You can begin focusing your strategy a bit more by adding in your key messages at this point. You can also add where you want these messages to go in terms of your target audience groups. It is important that you keep these messages as specific as possible. If you want to make finance directors for your charity an important target, then make this clear. Fighting for attention is difficult in the digital age. Your content should be powerful, punchy and as attention grabbing as possible.

Priority Groups

This is quite difficult as you will need to make decisions regarding who in your target audience you wish to prioritise. If you are unsure, it might be a good idea to run a workshop for your senior management team to review the options. You may find that you can find completely new audience groups through digital communications. However, it is important to be as specific as you can when it comes to who you are targeting.

Positioning

How do you want people to view your charity? This information should be in your brand guidelines. If it is not, then it is again worth taking a look at your ideas with your senior management. Does digital marketing offer opportunities that will make your brand more approachable? Could getting your leadership team on social media influence perceptions of your charities transparency?

Evaluation

How can you determine the success or failures of your charity marketing strategy? It is time to put some metrics into place here. For example, have you achieved your income targets? How has your charity been rated in stake-holders surveys, or your campaign performance? Having a range of metrics is perfectly fine, as long as they measure what you are trying to achieve. Measuring both on and offline is equally important. It might be a good idea to create a simple dashboard of key metrics.

Talk to Wodehouse Ltd Today

Once you have your charity marketing strategy in place, it’s time to take action. To ensure that you are taking the best steps possible for bringing in an ideal return on investment, talk to Wodehouse Ltd today. We can help with all your marketing needs, from direct to digital and everywhere in between. Contact us for more information.

 

 

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