the role of marketing in the charitable sector
DESCRIPTION
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.TRANSCRIPT
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 – social media
PR – corporate fundraising
PR – corporate fundraising
PR – celebrity endorsement
PR – freebies
AdvertisingSome examples…
Advertising – awareness
Advertising – awareness
Advertising – direct response
Advertising – direct response
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 – 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
Direct marketing – direct mail
Direct marketing – direct mail
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]