How can charities build more brand credibility to support fundraising and campaigning without spending big? We don't all have mega budgets or lots of time to earn the trust of target audiences so these slides introduce a new way of approaching the integration of brand across ALL activity.

1. Bottom Line Ideas
Getting more awareness and
credibility for your buck
Kevin Baughen
@kevbaughen (#charitycomms)
kevin@bottomlineideas.com
© Bottom Line Ideas 2009

2. Credibility
Bottom Line Ideas

3. Why credible communication is
important
Bottom Line Ideas

4. Think about your activities in
tiers of communication
Bottom Line Ideas
Motor Neurone Disease Association – “A
world free of MND”
National
Care Providing support &
Raising Awareness equipment
advice
Research
Centres
service
DM &
Viral video
Sarah’s Cinema Media & Poster Local F’raising Corporate F’raising DM & Membership
& online programme
Story adverts PR campaigns
campaigns
events campaigns f’raising campaigns newsletter
campaigns
© Bottom Line Ideas 2009

5. Bottom Line Ideas
© Bottom Line Ideas 2009

6. Making this a
success...
Bottom Line Ideas
Ensure it is relevant to your target
campaigning & supporter audience
Build internal awareness
and momentum
Have a clear, articulated
core message(s)

7. Work with this model across silos
(needs senior buy-in)
Bottom Line Ideas
Use carrot & stick to ensure core
messages delivered consistently
Regularly review success from
Make sure the audience’s perspective
the right
people are
held
accountable
for success

8. Bottom Line Ideas
Questions?