- Advertisement -

PROUD SUPPORTER

Thursday, 24 September 2020

CHARITY TODAY AWARDS

Why charities need to take a fresh approach to marketing

- Advertisement -

FOR charities, up and down the country the impact of COVID-19 has been huge. Outdated models of marketing are no longer effective and seem to be failing to secure much-needed donations, sponsorships and corporate support.

Phil Webb is managing director of Investors in Community, an online giving platform that connects businesses with charities. Here, Phil explains why he’s calling for charities to reconsider how they market themselves to firms, exploring how the old model – of simply asking for money – is no longer resonating with businesses.

It might not come as a surprise that the UK’s top 100 charities attract one-third of voluntary public donations, all benefitting from extensive marketing budgets, strong corporate ties and longstanding relationships with consumers. But, considering there are nearly 170,000 charities officially registered with The Charity Commission, these findings highlight a real issue within the sector – and one that needs addressing fast.

Of course, many charities are still reeling from the impact of COVID-19. The temporary closure of shops, cancellation of nearly all fundraising events and a significant reduction in corporate donations hit the sector hard, with many private enterprises being forced to suspend vital CSR initiatives as staff were furloughed or asked to work from home.

With budgets tightening and businesses looking to cut ‘unnecessary’ expenditure wherever possible, many experts believe the days of charities simply asking for money is well and truly over. Now, charities need to take a more strategic and pragmatic approach to marketing if they are to re-engage businesses and secure future funding.

In an increasingly transactional world, return on investment (ROI) is hugely important and if a specific event or initiative can be pinpointed to making a positive impact on the bottom line, it’s likely the board will continue to back it. More and more businesses are labelling ‘giving’ as a currency – something that they can utilise in their own recruitment, staff engagement, tendering and marketing activity.

Interestingly many of the large corporates, who often give hundreds of thousands to charity every year, are unable to clearly quantify how this money was spent or the impact it had on the local community. This lack of focus has sadly led to a culture whereby the charities able to shout the loudest or with the biggest marketing budgets will continue to triumph – but now is the time to change this.

When reconsidering your marketing strategy, it’s important to highlight how your charity could help a business. This could either be the ‘feel-good factor’, providing a positive PR story, improving staff engagement or perhaps a much needed ‘tick’ on a tender document or impact statement. All four of these are integral to a successful business – remember they need you as much as you need them.

It’s important to remember that no matter the size, charities offer a way for people to change the world and this is a powerful message for a business to convey. When developing your marketing strategy, remember to ask yourself what are the needs of the beneficiaries and how might these needs have evolved. For example, if a private enterprise is looking to support a specific cause or struggling to shrug off an outdated image, why not approach them and ask if they’d like to work in partnership with you?

The charities able to adapt their proposition in this way will undoubtedly thrive over the next few years, as businesses scramble to promote themselves and outshine competitors.

The Investors in Community platform is completely free of charge for charities and community organisations, allowing them to upload specific projects, clearly demonstrate the true value of a corporate donation and promote their invaluable work.

The COVID-19 pandemic shone a light on our nation’s fantastic community spirit, but as we head towards what’s predicted to be one of the deepest recessions on record it’s crucial charities look to develop robust and proactive marketing strategies if they are to survive the post-pandemic era.

You can find out more about the Investors in Community platform here.

- Advertisement -
- Advertisement -

Stay Connected

1,363FansLike
1,834FollowersFollow
30,088FollowersFollow
1,200SubscribersSubscribe

Must Read

Cancer patients to benefit from pioneering CyberKnife radiotherapy

THE Royal Marsden Cancer Charity has funded a brand-new state of the art CyberKnife treatment unit, the first model of its kind in the...

Quick-thinking five-year-old saves dad’s life after seizure

A five-year-old girl has been praised for saving her father’s life after he collapsed. Avaana Samuel was at home in Worcester Park, Sutton, when her...
- Advertisement -

Employment News

From Chairman to Patron, John Corless OBE continues his 50 years of supporting Phab

PHAB has announced that following his retirement in June as Chairman of Phab, John Corless OBE has accepted the role of Patron, succeeding Lord...

Penny Appeal appoints experienced new Director of International Programmes

PENNY Appeal is pleased to confirm the appointment of Monica Blagescu as its interim Director of International Programmes. The move is part of a...

End of an era for Cheshire Charity Chief

LEADING Cheshire Charity Active Cheshire has formally announced the departure of their long-serving CEO, Anne Boyd. Anne has led the Charity for 8 years, transforming,...

Related News

Grant giving charity supports Dorset Reclaim with £20,000 donation

DORSET Reclaim, a charity which provides low-income families with access to affordable furniture and white goods, successfully applied for a £20,000 grant from the...

North East E-bike trial hopes to start a chain reaction

RISE, a North East charity, is looking for volunteers from Wallsend to try out electric bicycles from local company Ride Electric for six months. Seventeen...

Cyber criminals stole over £4m from older people in the UK last year, Age UK reveals

OLDER people in the UK lost over £4m last year, according to new cybercrime data acquired by the charity Age UK. A Freedom of Information...

Over 88,000 students may be problem gamblers, warns charity as universities return

THE Young Gamers and Gamblers Education Trust (YGAM) has warned that the drastic change to student life this year could increase the risk of...

Talkback UK: Survey reveals the consequences of cuts

Written by Tony Flower An ITV News report on a Mencap survey of carers across the UK has revealed that 69% of people with a...
- Advertisement -
X