The Role of Marketing in the Charitable Sector

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A workshop held at the Involve 2010 Annual Conference, to encourage delegates to consider the various marketing tools, and marketing promotional tools available for their use.

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The Role of Marketing in the Charitable Sector

  1. 1. The role of marketing in the charitable sector 8 September 2010
  2. 2. Welcome Katie Sanders, Pro-Act Marketing Ltd Steve Lodge, Oxygen Creative
  3. 3. Definition of marketing The management process responsible for identifying, anticipating and satisfying customer requirements profitably. Source: Chartered Institute of Marketing
  4. 4. What is marketing? The 4 Ps: Product Price Place Promotion
  5. 5. What’s the difference… … between charity marketing and business marketing?
  6. 6. <ul><li>Normal rules don’t apply? </li></ul><ul><li>Size, budget, objectives, funding availability etc </li></ul><ul><li>Similarities to SMEs </li></ul><ul><li>Normal rules of marketing DO apply </li></ul>
  7. 7. Marketing objectives We all know we should be marketing – so how do we make it focused?
  8. 8. Objectives <ul><li>SMART S pecific M easurable A chievable R ealistic T ime-bound </li></ul>
  9. 9. Product What is your product/service?
  10. 10. 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…
  11. 11. Ask yourself… <ul><li>Is it relevant to all stakeholders? </li></ul><ul><li>Is it as concise as it could be? </li></ul><ul><li>Does it use words that are consistent with your brand values? </li></ul>
  12. 12. <ul><li>National Bullying Helpline: </li></ul><ul><li>The only UK National Bullying Helpline for adults & children. </li></ul><ul><li>Oxfam: </li></ul><ul><li>Oxfam is a global movement of people working with others to overcome poverty and suffering. </li></ul><ul><li>Small Charities Coalition: </li></ul><ul><li>The Small Charities Coalition exists to help small charities access the skills, experience and resources they need to achieve their aims. </li></ul>
  13. 13. Target audience Define who you want to communicate to
  14. 14. Ask yourself… <ul><li>Who are you stakeholders? </li></ul><ul><li>What do you want from them? </li></ul><ul><li>Where do you find them? </li></ul>
  15. 15. Personality and Identity Values, beliefs… and the corporate identity
  16. 16. Who are you? <ul><li>Appeal to emotions – induce goodwill </li></ul><ul><li>Encourage people to align themselves with you </li></ul><ul><li>What is your outward projection of what the charity is? And does it make sense to your stakeholders? </li></ul>
  17. 17. What should your ID say about you? Trustworthy Professional Relevant Recognisable Let’s look at some examples…
  18. 26. Personality and Identity Tone of voice
  19. 27. If your charity was a person, how would they – or should they – sound? This will help with your boilerplate description, your letters, ads… everywhere Some tips…
  20. 28. <ul><li>Find the words that would crop up again and again about your charity </li></ul><ul><li>passionate, friendly, positive, committed, dynamic, direct? </li></ul><ul><li>How informal should you be? Advertising is “Salesmanship in print” so most charities write as they speak. </li></ul><ul><li>We’re… I’m… / We can - not It can </li></ul><ul><li>Do you use anger – or focus on the positives? </li></ul><ul><li>It’s time the injustice stopped / Help us to help them </li></ul>
  21. 29. <ul><li>Do you pull on heartstrings – or focus on facts? </li></ul><ul><li>We saved 20 dogs from being put down / We rescued 20 dogs from pain and anguish and nursed them to recovery </li></ul><ul><li>What words should you avoid? </li></ul><ul><li>Cancer Research UK avoids talking about “fighting” cancer, cancer “victims” or finding a “cure”. </li></ul><ul><li>Humour sells – but is there a place for it for your charity? </li></ul><ul><li>When can you be informal? When is fun a good thing? </li></ul>
  22. 30. <ul><li>TOV at MacMillan: </li></ul><ul><li>Writing for Macmillan? Think D.U.A.S. That’s driven, universal, active and straightforward – the Macmillan ‘tone of voice’. </li></ul><ul><li>These principles will help you to write clear, sparkling copy that expresses Macmillan’s passion for supporting people affected by cancer. </li></ul>
  23. 31. <ul><li>TOV at Age Concern: </li></ul><ul><li>It is important that we all understand how to speak to our audience in a tone of voice that reflects our brand's values. </li></ul><ul><li>As a simple guide, think about your particular audience and what they need to hear, and check that your copy is: </li></ul><ul><li>Accessible – simple, friendly, jargon-free, straightforward </li></ul><ul><li>Honest – clear, explanatory, not marketing-speak </li></ul><ul><li>Positive – upbeat, enjoyable </li></ul><ul><li>Respectful – inclusive, intelligent, non patronising </li></ul>
  24. 32. Introducing marketing communications
  25. 33. The marcoms tools PR / sponsorship / social media Advertising Branding Personal Selling Website / other digital Direct marketing Word of mouth
  26. 34. <ul><li>What marketing communications tools do you use? </li></ul>
  27. 35. The marcoms approach Cohesive approach Target everyone? Consider the message Fulfill your objectives If it doesn’t – don’t do it
  28. 36. PR / sponsorship / social media Some examples…
  29. 37. <ul><li>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.” </li></ul>PR – press coverage
  30. 38. PR – social media
  31. 39. PR – social media
  32. 40. PR – corporate fundraising
  33. 41. PR – corporate fundraising
  34. 42. PR – celebrity endorsement
  35. 43. PR – freebies
  36. 44. Advertising Some examples…
  37. 45. Advertising – awareness
  38. 46. Advertising – awareness
  39. 47. Advertising – direct response
  40. 48. Advertising – direct response
  41. 49. Advertising – direct response
  42. 50. Advertising – TV direct response
  43. 51. Branding Some examples…
  44. 52. Branding – leverage
  45. 53. Branding – digital assets
  46. 54. Branding – awareness
  47. 55. Personal selling Some examples…
  48. 56. Personal selling – door to door
  49. 57. Personal selling – collections
  50. 58. Personal selling – affiliation
  51. 59. Personal selling – affiliation
  52. 60. Personal selling – corporate fundraising
  53. 61. Personal selling – engagement
  54. 62. Websites / Digital Some examples…
  55. 63. Websites – web page
  56. 64. Websites – campaign page
  57. 65. Websites – web page
  58. 66. Direct marketing Some examples…
  59. 67. Direct marketing – newsletter
  60. 68. Direct marketing – direct mail
  61. 69. Direct marketing – direct mail
  62. 70. Direct marketing – direct mail
  63. 71. Direct marketing – direct mail
  64. 72. Budget setting Make the most of your resources
  65. 73. Monitor and evaluate Is what you’re doing working? Changing circumstances Reporting to stakeholders
  66. 74. Thank you! If you’d like to talk anything through, contact us: Steve – 01884 255999 Katie – 01884 250066 For a copy of this presentation, email: [email_address] [email_address]

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