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Most people who work in the charity sector do so because, in some way or another, they want to make the world a little better. For those of us involved in marketing, our role is to engage people with our cause and persuade them to take action (donating, volunteering, building barricades etc). So far, so simple. The problem is that the actions we take in achieving our goals are not neutral – no action ever is. Indeed, in some cases our actions have negative repercussions that can outweigh the good they are intended to achieve. To state ‘actions have consequences’ is not exactly ground breaking. However, in recent years numerous charity scandals have come about specifically because charity marketers and fundraisers have become so blindly goal-orientated that they have entirely neglected to take into account the consequences of their actions. While very few charities are involved in actively (or knowingly) unethical behaviours, all of us must think more carefully about the potential wider impact of our marketing strategy and output. If we are serious when we use the phrase “what I love about what I do is the knowledge that I am making a positive difference”, then we need to be consistently weighing up whether our intended ends justify our means. Of course, this is not a simple question and will rarely have simple answers. For example, if a charity successfully persuades donors to give £2 per month by using imagery that perpetuates “white saviour” myths, is this justified? My immediate response would be that the wider negative impact of this type of campaign does not justify the use of this imagery. However, the uncomfortable truth is that these images are emotionally potent and therefore highly effective when it comes to persuading people to donate. Sadly, this means that marketers who choose not to use such imagery are often playing catch-up. As are those who take the time to ensure their images have alt-text so they are accessible to visually impaired people. As are those who opt against using aggressive sales techniques. Striking a balance between hitting targets and maintaining an ethical marketing strategy comes with serious challenges. The reality is that, taking a more ethical route will often be more time-consuming, more resource sapping and will require far more creativity. Given these challenges, it would be significantly easier for marketing professionals to take these risks if they have the support and understanding of their senior management and board. Indeed, in an ideal world, this approach should be adopted into the wider culture and values of the organisation as a whole. In some cases achieving this support will be easier than others. However, given the arguments, I believe that the majority of board members and senior managers will be receptive because ultimately they are (one hopes) in involved in the voluntary sector for exactly the same reason as you and I. For more on ethical marketing strategy: People Before Stories: Working With Beneficiaries' Narratives 3 tips for building an ethical fundraising strategy11516 Posted by Lewis Garland
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Most people who work in the charity sector do so because, in some way or another, they want to make the world a little better. For those of us involved in marketing, our role is to engage people with our cause and persuade them to take action (donating, volunteering, building barricades etc). So far, so simple. The problem is that the actions we take in achieving our goals are not neutral – no action ever is. Indeed, in some cases our actions have negative repercussions that can outweigh the good they are intended to achieve. To state ‘actions have consequences’ is not exactly ground breaking. However, in recent years numerous charity scandals have come about specifically because charity marketers and fundraisers have become so blindly goal-orientated that they have entirely neglected to take into account the consequences of their actions. While very few charities are involved in actively (or knowingly) unethical behaviours, all of us must think more carefully about the potential wider impact of our marketing strategy and output. If we are serious when we use the phrase “what I love about what I do is the knowledge that I am making a positive difference”, then we need to be consistently weighing up whether our intended ends justify our means. Of course, this is not a simple question and will rarely have simple answers. For example, if a charity successfully persuades donors to give £2 per month by using imagery that perpetuates “white saviour” myths, is this justified? My immediate response would be that the wider negative impact of this type of campaign does not justify the use of this imagery. However, the uncomfortable truth is that these images are emotionally potent and therefore highly effective when it comes to persuading people to donate. Sadly, this means that marketers who choose not to use such imagery are often playing catch-up. As are those who take the time to ensure their images have alt-text so they are accessible to visually impaired people. As are those who opt against using aggressive sales techniques. Striking a balance between hitting targets and maintaining an ethical marketing strategy comes with serious challenges. The reality is that, taking a more ethical route will often be more time-consuming, more resource sapping and will require far more creativity. Given these challenges, it would be significantly easier for marketing professionals to take these risks if they have the support and understanding of their senior management and board. Indeed, in an ideal world, this approach should be adopted into the wider culture and values of the organisation as a whole. In some cases achieving this support will be easier than others. However, given the arguments, I believe that the majority of board members and senior managers will be receptive because ultimately they are (one hopes) in involved in the voluntary sector for exactly the same reason as you and I. For more on ethical marketing strategy: People Before Stories: Working With Beneficiaries' Narratives 3 tips for building an ethical fundraising strategyOct 16, 2019 11516
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The nights are drawing in, the leaves are colouring, the air is beginning to cool, children are yelling on their way to school, advisers are skulking in Westminster Hall, and it turns out your team’s big summer signing isn’t the new Messi after all. Autumn is officially here! Each season comes with its own set of fundraising opportunities. In this blog we highlight a few events for you to hang your fundraising hat on this Autumn. 22nd September (week of) - Harvest Festival This ancient festival (coinciding with the Harvest moon, the full moon closest to the autumn equinox) celebrates the end of the harvest season. Traditionally linked with charity, particularly sharing food, this is a great opportunity for poverty focussed charities and community groups to highlight their vital work. 27th October - Diwali Diwali, the 5 day Hindu festival of lights celebrates both Lakshmi, the goddess of wealth and the triumph of good over evil (I’m sure we can find a fundraising angle there). This festival, celebrated by 1 billion people worldwide including Jains, Sikhs and Newar Buddhists as well as Hindus, gives ample opportunity for some South Asian themed fundraising fun – from food and fireworks nights to lantern making workshop. 31st October - Halloween When the spirits rise with ghastly cries, and the maggots crawl from hollow eyes, and the hairy-legged spiders creep and the reaper comes to help you sleep… Halloween provides an excellent opportunity to hit those fundraising ghouls! This year the 31st is also (the latest) Brexit day - draw connections as you wish. Read our Halloween blog for some ideas to help you make a little money from the night of the macabre 2nd November - Day of the Dead Día de Muertos, a Mexican tradition celebrating departed ancestors, gets bigger and bigger each year here in the UK. Why not throw a Day of the Dead fundraising party – complete with face-paints, sugar-skulls, decoration, libations, salsa rhythms and tasty tostadas? 5th November – Bonfire Night Remember, remember the 5th of November ... Who doesn’t love wrapping up warm, writing your name (as if you write anything else) in the cool air with a sparkler, and watching the night sky come alive with colour? A stall selling hot food and drinks and marshmallow sticks would go down a treat! I hope these ideas give you some food for thought. Let us know about your group's autumn fundraising plans and, as ever, we’ll be happy to share your fundraising events and feats in our blog, newsletter and across our social media channels.9412 Posted by Lewis Garland
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The nights are drawing in, the leaves are colouring, the air is beginning to cool, children are yelling on their way to school, advisers are skulking in Westminster Hall, and it turns out your team’s big summer signing isn’t the new Messi after all. Autumn is officially here! Each season comes with its own set of fundraising opportunities. In this blog we highlight a few events for you to hang your fundraising hat on this Autumn. 22nd September (week of) - Harvest Festival This ancient festival (coinciding with the Harvest moon, the full moon closest to the autumn equinox) celebrates the end of the harvest season. Traditionally linked with charity, particularly sharing food, this is a great opportunity for poverty focussed charities and community groups to highlight their vital work. 27th October - Diwali Diwali, the 5 day Hindu festival of lights celebrates both Lakshmi, the goddess of wealth and the triumph of good over evil (I’m sure we can find a fundraising angle there). This festival, celebrated by 1 billion people worldwide including Jains, Sikhs and Newar Buddhists as well as Hindus, gives ample opportunity for some South Asian themed fundraising fun – from food and fireworks nights to lantern making workshop. 31st October - Halloween When the spirits rise with ghastly cries, and the maggots crawl from hollow eyes, and the hairy-legged spiders creep and the reaper comes to help you sleep… Halloween provides an excellent opportunity to hit those fundraising ghouls! This year the 31st is also (the latest) Brexit day - draw connections as you wish. Read our Halloween blog for some ideas to help you make a little money from the night of the macabre 2nd November - Day of the Dead Día de Muertos, a Mexican tradition celebrating departed ancestors, gets bigger and bigger each year here in the UK. Why not throw a Day of the Dead fundraising party – complete with face-paints, sugar-skulls, decoration, libations, salsa rhythms and tasty tostadas? 5th November – Bonfire Night Remember, remember the 5th of November ... Who doesn’t love wrapping up warm, writing your name (as if you write anything else) in the cool air with a sparkler, and watching the night sky come alive with colour? A stall selling hot food and drinks and marshmallow sticks would go down a treat! I hope these ideas give you some food for thought. Let us know about your group's autumn fundraising plans and, as ever, we’ll be happy to share your fundraising events and feats in our blog, newsletter and across our social media channels.Sep 09, 2019 9412
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The best charity campaigns are often based on beneficiary narratives. The personal stories of those who have been affected by the issues we address or who have benefitted from our support can be moving, inspirational and add a sense of real urgency to a campaign. However, while these stories are elixir for us charity fundraisers and marketers, we must remember that they are loaned not owned. In many cases our beneficiaries are highly vulnerable people, be it asylum seekers awaiting a decision or young people who have recently escaped gang life. Ensuring the protection and wellbeing of those people who have lent us their stories should always be our priority. In this blog we look at some of the actions we can take to ensure that our beneficiaries and their stories are treated with the sensitivity and respect they deserve. People before stories: Always begin by considering the level of need and life situation of the people whose stories we are telling. However proud we are of what we have achieved, or however perfectly their story fits our campaign goals, if the individual is in a vulnerable situation, or a focus on their past could have any negative impact, we may want to reconsider using their story. Get (Informed) consent: People can only really be deemed to have consented if they fully understand what they are consenting to. We should ensure the people we are working with know how and where their stories and images will be used and that they are aware of any potential repercussions. Use their own words: Being given the opportunity to tell your story can be hugely empowering. However, by equal measure, losing control of one’s story can be damaging.We should try to give our beneficiaries the platforms and opportunity to tell their own story, in their own words. Protect identities: We must think carefully about what measures should be taken to protect the identities of beneficiaries. Depending on the circumstances and vulnerability of the person we are working with, we may look at changing their names and voices or using actors or illustrative images. Stay positive: The same story can often be told in different ways. Charity campaigns too often paint their beneficiaries as passive victims who were in need of ‘saving’. While the whole point of most campaigns is to show our impact – this should not be done in a way that dismisses the agency of our beneficiaries. Remain media aware: If our beneficiaries are open to talking to the press is vital that we fully prepare them for interviews and that we accompany them if required. Moreover, we need to try to ensure that we only work with sympathetic, trusted journalists and media outlets. Whatever measures we put in place, there is always the potential to lose control of a story and we must be ready to react and provide all necessary support to our beneficiaries in these circumstances. While working with beneficiaries’ stories, of course, comes with challenges – this should not prevent us using them. Not only are real-life stories more engaging and persuasive than anything we could produce from our desks but, I would argue, the ‘nothing about us without us’ principle obliges us to put their stories at the centre of our work whenever we can. It is simply a matter of making this our mantra: people must always come before stories. For more marketing and fundraising tips and guides, why not visit our Resources Page.6348 Posted by Lewis Garland
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The best charity campaigns are often based on beneficiary narratives. The personal stories of those who have been affected by the issues we address or who have benefitted from our support can be moving, inspirational and add a sense of real urgency to a campaign. However, while these stories are elixir for us charity fundraisers and marketers, we must remember that they are loaned not owned. In many cases our beneficiaries are highly vulnerable people, be it asylum seekers awaiting a decision or young people who have recently escaped gang life. Ensuring the protection and wellbeing of those people who have lent us their stories should always be our priority. In this blog we look at some of the actions we can take to ensure that our beneficiaries and their stories are treated with the sensitivity and respect they deserve. People before stories: Always begin by considering the level of need and life situation of the people whose stories we are telling. However proud we are of what we have achieved, or however perfectly their story fits our campaign goals, if the individual is in a vulnerable situation, or a focus on their past could have any negative impact, we may want to reconsider using their story. Get (Informed) consent: People can only really be deemed to have consented if they fully understand what they are consenting to. We should ensure the people we are working with know how and where their stories and images will be used and that they are aware of any potential repercussions. Use their own words: Being given the opportunity to tell your story can be hugely empowering. However, by equal measure, losing control of one’s story can be damaging.We should try to give our beneficiaries the platforms and opportunity to tell their own story, in their own words. Protect identities: We must think carefully about what measures should be taken to protect the identities of beneficiaries. Depending on the circumstances and vulnerability of the person we are working with, we may look at changing their names and voices or using actors or illustrative images. Stay positive: The same story can often be told in different ways. Charity campaigns too often paint their beneficiaries as passive victims who were in need of ‘saving’. While the whole point of most campaigns is to show our impact – this should not be done in a way that dismisses the agency of our beneficiaries. Remain media aware: If our beneficiaries are open to talking to the press is vital that we fully prepare them for interviews and that we accompany them if required. Moreover, we need to try to ensure that we only work with sympathetic, trusted journalists and media outlets. Whatever measures we put in place, there is always the potential to lose control of a story and we must be ready to react and provide all necessary support to our beneficiaries in these circumstances. While working with beneficiaries’ stories, of course, comes with challenges – this should not prevent us using them. Not only are real-life stories more engaging and persuasive than anything we could produce from our desks but, I would argue, the ‘nothing about us without us’ principle obliges us to put their stories at the centre of our work whenever we can. It is simply a matter of making this our mantra: people must always come before stories. For more marketing and fundraising tips and guides, why not visit our Resources Page.Aug 19, 2019 6348
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Our Appeal pages are a proven way to raise funds and awareness for a new project or an urgent need. Appeal pages can help you focus your supporters’ attention on a particular issue - whether it be the need for extra funding for specialist equipment to make your activities accessible, funding for unforeseen costs such as break-ins, or urgent support for individual beneficiaries. From a pure fundraising perspective - Appeal pages are an incredibly effective way of bringing in donations quickly. On average Localgiving groups raise 70% more through appeal pages than through fundraising pages. Over the last 12 months our groups raised an average of £696 through appeals compared to £405 through fundraising pages. Moreover, Appeals provide an excellent opportunity to build awareness of your cause and grow your supporter community. Most effective Appeals make good use of beneficiary stories - enabling you to highlight the issues you address and the difference you make in a relatable way. Furthermore, Time sensitive appeals are far more likely to be considered ‘newsworthy’ than a general call for support. We have hosted and helped promote some truly inspirational, life-changing appeals over the years, ranging from saving community services to flood relief. Here are just a couple of our favourites! The Dahlia Project - Leyla Hussein, a leading anti-FGM activist and psychotherapist, set up the Dahlia Project to provide a safe space and therapeutic support for victims of Female Genital Mutilation. When the Dahlia Project came into financial difficulties in 2017, Manor Gardens Welfare Trust set up an appeal on Localgiving. Through harnessing the power of the traditional press, blogs and support from podcasts such as the Guilty Feminist, the appeal successfully raised over £100,000. Calderdale Flood Relief Appeal - In December 2015, the Community Foundation for Calderdale launched an appeal in response to the Boxing Day flooding after the River Calder burst its banks overnight. Their campaign raised over £2.5m in total, £250,000 of which was generated through their Localgiving appeals page. The fundraising campaign went on to win several awards. Borderlands - Borderlands, a Bristol based refugee charity, have successfully used Localgiving appeal pages to raise funds for individual beneficiaries and their families. Their appeals have ranged from helping beneficiaries pay for family reunion to supporting them to access legal support to help fight deportations. Through focussing on the needs and narratives of their beneficiaries, Borderlands have consistently given an emotional pull and sense of urgency to their appeals. Since joining Localgiving Borderlands have raised nearly £12,000 through their appeals. So, have you been inspired to set up an Appeal? As a Localgiving member, all you need to do is log in to your Localgiving charity account and go to the "My Pages" tab and click on the button that says "Create an Appeal Page". You can download our 13 tips for running a successful Appeal here, and remember, we are always happy to help promote your fundraising activities through our social media channels or blog. Not an Localgiving Member Yet? Find Our More5894 Posted by Lewis Garland
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Our Appeal pages are a proven way to raise funds and awareness for a new project or an urgent need. Appeal pages can help you focus your supporters’ attention on a particular issue - whether it be the need for extra funding for specialist equipment to make your activities accessible, funding for unforeseen costs such as break-ins, or urgent support for individual beneficiaries. From a pure fundraising perspective - Appeal pages are an incredibly effective way of bringing in donations quickly. On average Localgiving groups raise 70% more through appeal pages than through fundraising pages. Over the last 12 months our groups raised an average of £696 through appeals compared to £405 through fundraising pages. Moreover, Appeals provide an excellent opportunity to build awareness of your cause and grow your supporter community. Most effective Appeals make good use of beneficiary stories - enabling you to highlight the issues you address and the difference you make in a relatable way. Furthermore, Time sensitive appeals are far more likely to be considered ‘newsworthy’ than a general call for support. We have hosted and helped promote some truly inspirational, life-changing appeals over the years, ranging from saving community services to flood relief. Here are just a couple of our favourites! The Dahlia Project - Leyla Hussein, a leading anti-FGM activist and psychotherapist, set up the Dahlia Project to provide a safe space and therapeutic support for victims of Female Genital Mutilation. When the Dahlia Project came into financial difficulties in 2017, Manor Gardens Welfare Trust set up an appeal on Localgiving. Through harnessing the power of the traditional press, blogs and support from podcasts such as the Guilty Feminist, the appeal successfully raised over £100,000. Calderdale Flood Relief Appeal - In December 2015, the Community Foundation for Calderdale launched an appeal in response to the Boxing Day flooding after the River Calder burst its banks overnight. Their campaign raised over £2.5m in total, £250,000 of which was generated through their Localgiving appeals page. The fundraising campaign went on to win several awards. Borderlands - Borderlands, a Bristol based refugee charity, have successfully used Localgiving appeal pages to raise funds for individual beneficiaries and their families. Their appeals have ranged from helping beneficiaries pay for family reunion to supporting them to access legal support to help fight deportations. Through focussing on the needs and narratives of their beneficiaries, Borderlands have consistently given an emotional pull and sense of urgency to their appeals. Since joining Localgiving Borderlands have raised nearly £12,000 through their appeals. So, have you been inspired to set up an Appeal? As a Localgiving member, all you need to do is log in to your Localgiving charity account and go to the "My Pages" tab and click on the button that says "Create an Appeal Page". You can download our 13 tips for running a successful Appeal here, and remember, we are always happy to help promote your fundraising activities through our social media channels or blog. Not an Localgiving Member Yet? Find Our MoreAug 06, 2019 5894
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It is a known fact that the UK has seen a spike in youth violence, particularly knife crime, over the last couple of years. Sadly, the news has become all too familiar: another grinning picture of a lost kid, another grieving parent’s pleas for the violence to end, another youth worker discussing the impact of local government cuts, another politician with a soundbite playing to his or her agenda. Most of us, read these ‘by-numbers’ articles, feel a pang of sadness, anger or guilt – and then move on with our lives, much as we do when we hear about a famine or war in the global south. Sometimes however the reality of the situation is driven home a little harder. Last year a 16 year old was shot-dead one road from my house in Tulse Hill in South London. On this occasion it was impossible to ignore the deafening-silence of the neighbours and friends stood behind the police tape. Then, just a matter of days ago, my friend’s son, who is 15, was threatened at knife-point and interrogated about whether he had any gang affiliation. This happened just yards from his house - in broad day-light. My friend’s voice trembled as she told me that, what made this so hard was that this had happened in the very place that both she and her son had been brought up – the place they call home. Nowhere felt safe anymore. Like thousands of young people in London and across the UK, my friend’s son is now approaching adulthood in a state of fear and faces stark questions around how to remain safe in this environment. Of course, there is not single cause or single solution. The government, police and schools undoubtedly have huge roles to play, particularly when it comes to addressing the underling socio-economic issues at play. However, in many cases it is the people living and working in the affected communities who have the best understanding of the dynamics on the ground and therefore the best solutions for tackling these issues at the local level. At Localgiving we work with grassroots organisations across the UK who work tirelessly, to tackle youth and gang violence and its multiple causes. Many of these groups have been set up by people who have first-hand experience of these issues, some by parents of victims and some by former gang members themselves. These groups are embedded in their communities and are therefore, not only acutely aware of the specific dynamics of the situation in their area, but also find it far easier to gain access to, and the trust of those they aim to help. This is a particularly important factor, given that many of the communities most adversely affected by the uptick in youth violence have also experienced a break-down in trust with police and local authorities. The type and level of support offered by these grassroots groups varies considerably. Many services are tailored to the specific needs of the young people they work with and communities they work in. Some groups provide peer-to-peer support, some provide safe spaces for healing, some help secure safe, stable housing and provide their young people with training and education opportunities. One thing they all offer however is hope. Hope that there is a way out of the current cycle of violence and evidence of the tangible difference that people can make in their own communities – even when faced with the most painful and seemingly intractable social problems. Below are some of the amazing groups on Localgiving who work to tackle youth violence and its causes. Jags Foundation (Croyden, London) Real Action (Kensington, London) St. Matthews Project (Lambeth, London) Aik Saath - Together As One (Slough) The New Cross Gate Trust – “carrying knives costs lives” campaign (London) Safe (Oxford) Newark Youth London (Newark London) Prospex (Islington, London) Copenhagen Youth Project (Islington, London) Lambeth Action for Youth (Lambeth, London) C2C Social Action (Northampton) Fitzrovia Youth In Action (Camden, London) Fast Project (Battersea, London) Sports4Health CIC (London) The Reasons Why Foundation (London) The Jan Trust (Haringay, London)17320 Posted by Lewis Garland
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It is a known fact that the UK has seen a spike in youth violence, particularly knife crime, over the last couple of years. Sadly, the news has become all too familiar: another grinning picture of a lost kid, another grieving parent’s pleas for the violence to end, another youth worker discussing the impact of local government cuts, another politician with a soundbite playing to his or her agenda. Most of us, read these ‘by-numbers’ articles, feel a pang of sadness, anger or guilt – and then move on with our lives, much as we do when we hear about a famine or war in the global south. Sometimes however the reality of the situation is driven home a little harder. Last year a 16 year old was shot-dead one road from my house in Tulse Hill in South London. On this occasion it was impossible to ignore the deafening-silence of the neighbours and friends stood behind the police tape. Then, just a matter of days ago, my friend’s son, who is 15, was threatened at knife-point and interrogated about whether he had any gang affiliation. This happened just yards from his house - in broad day-light. My friend’s voice trembled as she told me that, what made this so hard was that this had happened in the very place that both she and her son had been brought up – the place they call home. Nowhere felt safe anymore. Like thousands of young people in London and across the UK, my friend’s son is now approaching adulthood in a state of fear and faces stark questions around how to remain safe in this environment. Of course, there is not single cause or single solution. The government, police and schools undoubtedly have huge roles to play, particularly when it comes to addressing the underling socio-economic issues at play. However, in many cases it is the people living and working in the affected communities who have the best understanding of the dynamics on the ground and therefore the best solutions for tackling these issues at the local level. At Localgiving we work with grassroots organisations across the UK who work tirelessly, to tackle youth and gang violence and its multiple causes. Many of these groups have been set up by people who have first-hand experience of these issues, some by parents of victims and some by former gang members themselves. These groups are embedded in their communities and are therefore, not only acutely aware of the specific dynamics of the situation in their area, but also find it far easier to gain access to, and the trust of those they aim to help. This is a particularly important factor, given that many of the communities most adversely affected by the uptick in youth violence have also experienced a break-down in trust with police and local authorities. The type and level of support offered by these grassroots groups varies considerably. Many services are tailored to the specific needs of the young people they work with and communities they work in. Some groups provide peer-to-peer support, some provide safe spaces for healing, some help secure safe, stable housing and provide their young people with training and education opportunities. One thing they all offer however is hope. Hope that there is a way out of the current cycle of violence and evidence of the tangible difference that people can make in their own communities – even when faced with the most painful and seemingly intractable social problems. Below are some of the amazing groups on Localgiving who work to tackle youth violence and its causes. Jags Foundation (Croyden, London) Real Action (Kensington, London) St. Matthews Project (Lambeth, London) Aik Saath - Together As One (Slough) The New Cross Gate Trust – “carrying knives costs lives” campaign (London) Safe (Oxford) Newark Youth London (Newark London) Prospex (Islington, London) Copenhagen Youth Project (Islington, London) Lambeth Action for Youth (Lambeth, London) C2C Social Action (Northampton) Fitzrovia Youth In Action (Camden, London) Fast Project (Battersea, London) Sports4Health CIC (London) The Reasons Why Foundation (London) The Jan Trust (Haringay, London)Jul 12, 2019 17320
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One question that we are frequently asked is how to develop a marketing strategy. To start with, we should be clear that a marketing strategy and marketing plan are different, albeit overlapping, things. Their relationship is similar to that of your vision and mission. Your strategy is about identifying your overarching goals and the tactics you will use to achieve these. Your plan is about the execution of this strategy – the actions that you will take to reach your goals. With that said, here are our top-tips for helping you develop your charity’s marketing strategy: Define Your Goals The first thing you need to consider is what you are trying to achieve with your strategy. Think carefully about how your marketing strategy supports your charity’s mission and vision. Are you looking to increase donations, raise awareness of a cause or reach new beneficiaries? Without clearly defined goals you’re not going to be able to work out which marketing channels you should and shouldn’t be using. Identify Your Key Audiences The next thing to ask yourself is who you are trying to engage with your strategy. This will depend on your chosen goals. If your goal is to bring in major donors, you should probably reconsider a strategy geared towards teenagers in socially deprived areas. Tailor Your Messaging Marketing is essentially about relationship building. As individuals, we naturally speak to different people about different subject – often (subconsciously or not) altering our vocabulary accordingly. We have our our literature friends, our football mates, and our political comrades (ok, just me). This is the way we should approach our audiences. Different demographic groups have different interests and consume and engage with content in very different ways. The messaging, tactics and channels you use to reach and ignite the passions of young people in central London will almost certainly diverge from those you use to engage older people in rural Norfolk (Hey Mum). Play To Your Strengths The last few years have seen some incredible charity campaigns using ground-breaking in-game advertising and VR campaigning. Sadly, if your marketing department is a one-person team with a sub £1k annual budget you may not be best placed to take advantage of these technologies. Your strategy should seek to make the most out of the resources, time and skills that your organisation has at its disposal. In simple terms, you should begin by focussing on what you are already good at. If you and your team have specialist Social Media skills make this the fulcrum of your strategy. If you are a great, persuasive copy-writer – you may choose to focus more on email and content marketing. Data Counts (but not all data counts equally) There is a whole range of data that you can use to measure the success of your strategy and inform your work. For example, most social media platforms have inbuilt analytics tools that enable you to track and compare your likes , shares, opens.click through rates etc. The important thing is to identify and track the data that most relates to your goals – key performance metrics if you will. In most cases only a couple of metrics really matter. While it may be interesting to explore why your latest newsletter was opened 7 times in Bishkek, your click-through rate on your Call-to-Action button will almost always be more important (ignore this if your goal is to increase readers in Kyrgyzstan) Learn From Other Charities Take the time to explore what other charities (similar to your own in size and cause area) are doing and don’t be afraid to replicate or adapt their ideas. We don’t all need to be great innovators all of the time. Borrowing ideas that have already been proven to have success can save a lot of time and resources.7354 Posted by Lewis Garland
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One question that we are frequently asked is how to develop a marketing strategy. To start with, we should be clear that a marketing strategy and marketing plan are different, albeit overlapping, things. Their relationship is similar to that of your vision and mission. Your strategy is about identifying your overarching goals and the tactics you will use to achieve these. Your plan is about the execution of this strategy – the actions that you will take to reach your goals. With that said, here are our top-tips for helping you develop your charity’s marketing strategy: Define Your Goals The first thing you need to consider is what you are trying to achieve with your strategy. Think carefully about how your marketing strategy supports your charity’s mission and vision. Are you looking to increase donations, raise awareness of a cause or reach new beneficiaries? Without clearly defined goals you’re not going to be able to work out which marketing channels you should and shouldn’t be using. Identify Your Key Audiences The next thing to ask yourself is who you are trying to engage with your strategy. This will depend on your chosen goals. If your goal is to bring in major donors, you should probably reconsider a strategy geared towards teenagers in socially deprived areas. Tailor Your Messaging Marketing is essentially about relationship building. As individuals, we naturally speak to different people about different subject – often (subconsciously or not) altering our vocabulary accordingly. We have our our literature friends, our football mates, and our political comrades (ok, just me). This is the way we should approach our audiences. Different demographic groups have different interests and consume and engage with content in very different ways. The messaging, tactics and channels you use to reach and ignite the passions of young people in central London will almost certainly diverge from those you use to engage older people in rural Norfolk (Hey Mum). Play To Your Strengths The last few years have seen some incredible charity campaigns using ground-breaking in-game advertising and VR campaigning. Sadly, if your marketing department is a one-person team with a sub £1k annual budget you may not be best placed to take advantage of these technologies. Your strategy should seek to make the most out of the resources, time and skills that your organisation has at its disposal. In simple terms, you should begin by focussing on what you are already good at. If you and your team have specialist Social Media skills make this the fulcrum of your strategy. If you are a great, persuasive copy-writer – you may choose to focus more on email and content marketing. Data Counts (but not all data counts equally) There is a whole range of data that you can use to measure the success of your strategy and inform your work. For example, most social media platforms have inbuilt analytics tools that enable you to track and compare your likes , shares, opens.click through rates etc. The important thing is to identify and track the data that most relates to your goals – key performance metrics if you will. In most cases only a couple of metrics really matter. While it may be interesting to explore why your latest newsletter was opened 7 times in Bishkek, your click-through rate on your Call-to-Action button will almost always be more important (ignore this if your goal is to increase readers in Kyrgyzstan) Learn From Other Charities Take the time to explore what other charities (similar to your own in size and cause area) are doing and don’t be afraid to replicate or adapt their ideas. We don’t all need to be great innovators all of the time. Borrowing ideas that have already been proven to have success can save a lot of time and resources.Jun 27, 2019 7354
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NB. This blog was written by a colleague and friend who wishes to remain anonymous. The words “queer” and “Muslim” are a paradoxical association. You cannot be a good Muslim and be queer. Or partake in queer culture without giving up what is, effectively, an essential part of your identity and sense of self. Or that is what I thought. Growing up in Italy, a country where being brown and wearing a headscarf are no easy task, I spent way too much energy trying to prove to my peers that I was one of the “good ones”. Between acing school to demonstrate that I was just as clever, and being extremely hyper-aware of how I presented myself (be it the packed lunch I took to school, the clothes I wore, the languages I spoke), little energy was left to reckon with my sexuality. Along with this came the religious guilt, that overwhelming feeling that, by admitting what deep down I knew is true, I would let God down, I would fail at being a good Muslim and might as well throw the towel on all of my efforts. Part of this was certainly the lack of visible role models. I didn’t know any bisexual, brown, Muslim women. I thought I was alone, and I thought I was - quite literally - committing a crime. The guilt was unbearable. Sometimes it still is. I debated for years about whether I could reconcile my faith and my sexuality, and for a long time it felt like one of the two had to go. As I am getting older, however, and gaining more self-awareness and accountability, I am opening up to the possibility that the two – my faith and my sexuality – are not a zero-sum game. I am slowly learning to let go of the guilt, and to treat myself with kindness and compassion, just as I would treat any other friend on the same boat. If you or someone you know is going through a similar experience (regardless of religion, faith, or lack thereof), here’s what teenage me desperately needed to hear: You are not wrong or broken. The only thing you’ve done is to love other human beings. That couldn’t possibly be wrong, right? Faith is not black and white. Faith is at your service. It is meant to inspire and guide you. You are absolutely not alone. There are SO MANY PEOPLE that feel just like you! Related to the above, the internet is great. Do your googles. Find your tribe. There is no such thing as “queer culture”. Never feel like you have to suppress your faith and/or culture to conform to what a queer person is supposed to look and act like. Related to the above, being a “culturally diverse” member of the LGBT+ community can sometimes be seen as a form of “bravery” (the amount of “you are not like other Muslims” comments I receive, oh my!). Beware that. That is yet another form of othering! Localgiving is proud to work with LGBTQI+ groups from across the UK. There are many ways you can get involved with these groups - be it as a volunteer, beneficiary, donor or fundraiser. Why not find a group near you now? Here are just a few of the groups we work with: The Proud Trust Gendered Intelligence The Kite Project HERE NI Q- Alliance Viva LGBT+ Norwich Pride Norfolk LGBT+ Project Coventry Pride - Pride Cymru4254 Posted by Lewis Garland
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NB. This blog was written by a colleague and friend who wishes to remain anonymous. The words “queer” and “Muslim” are a paradoxical association. You cannot be a good Muslim and be queer. Or partake in queer culture without giving up what is, effectively, an essential part of your identity and sense of self. Or that is what I thought. Growing up in Italy, a country where being brown and wearing a headscarf are no easy task, I spent way too much energy trying to prove to my peers that I was one of the “good ones”. Between acing school to demonstrate that I was just as clever, and being extremely hyper-aware of how I presented myself (be it the packed lunch I took to school, the clothes I wore, the languages I spoke), little energy was left to reckon with my sexuality. Along with this came the religious guilt, that overwhelming feeling that, by admitting what deep down I knew is true, I would let God down, I would fail at being a good Muslim and might as well throw the towel on all of my efforts. Part of this was certainly the lack of visible role models. I didn’t know any bisexual, brown, Muslim women. I thought I was alone, and I thought I was - quite literally - committing a crime. The guilt was unbearable. Sometimes it still is. I debated for years about whether I could reconcile my faith and my sexuality, and for a long time it felt like one of the two had to go. As I am getting older, however, and gaining more self-awareness and accountability, I am opening up to the possibility that the two – my faith and my sexuality – are not a zero-sum game. I am slowly learning to let go of the guilt, and to treat myself with kindness and compassion, just as I would treat any other friend on the same boat. If you or someone you know is going through a similar experience (regardless of religion, faith, or lack thereof), here’s what teenage me desperately needed to hear: You are not wrong or broken. The only thing you’ve done is to love other human beings. That couldn’t possibly be wrong, right? Faith is not black and white. Faith is at your service. It is meant to inspire and guide you. You are absolutely not alone. There are SO MANY PEOPLE that feel just like you! Related to the above, the internet is great. Do your googles. Find your tribe. There is no such thing as “queer culture”. Never feel like you have to suppress your faith and/or culture to conform to what a queer person is supposed to look and act like. Related to the above, being a “culturally diverse” member of the LGBT+ community can sometimes be seen as a form of “bravery” (the amount of “you are not like other Muslims” comments I receive, oh my!). Beware that. That is yet another form of othering! Localgiving is proud to work with LGBTQI+ groups from across the UK. There are many ways you can get involved with these groups - be it as a volunteer, beneficiary, donor or fundraiser. Why not find a group near you now? Here are just a few of the groups we work with: The Proud Trust Gendered Intelligence The Kite Project HERE NI Q- Alliance Viva LGBT+ Norwich Pride Norfolk LGBT+ Project Coventry Pride - Pride CymruJun 13, 2019 4254
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In April 2019 hundreds of fundraisers took part in our annual Local Hero fundraiser competition. After a tightly fought race, Nathan Swain took bronze position in the competition, having run the London Marathon in support of Safe Families for Children Wales. Thanks to Nathan’s third place finish, Safe Families for Children Wales were awarded a prize of £500, adding to the phenomenal £2,300 he had already accrued through online donations. Once his calves had recovered, Nathan kindly took the time to talk to us about his challenge and his charity of choice. How did you get involved with Safe Families for Children? “Through my line of work I am aware of the adverse impact children placed in foster care can experience, and the residual effect it can have for years to come. Through a notice on my local church notice board I became aware of the work of Safe Families for Children, a charity working hand-in-hand with local children’s services to link families in need with a network of local volunteers who can offer them support, intervening before formal involvement of the care system." How did you decide upon you challenge and what preparation did you need to do? "Having been a runner for around three years, and becoming comfortable at the Half Marathon distance, I felt it was time to challenge myself with a marathon and managed to secure a ballot place at the London Marathon. What should’ve been prime running time over the winter was ridden with injuries which prevented me running, but I managed to keep fit through cycling. In early spring I was able to get running again and got out two or three times a week to get race ready.” What did you most enjoy most about your challenge and taking part in the Local Hero competition? “I really enjoyed pushing myself, and knowing that my efforts were not only for my personal gain, but had helped secure important finances for a small volunteer led charity I found it enjoyable getting on the leaderboard early which spurred me on to encourage more people to donate and help secure additional prize money funding for the charity.” Why do you think your campaign was such a success? “It was a combination of a marathon being a big challenge and choosing a charity that people could relate to and see tangible benefits through their donations. I feel more people were willing to donate to support me because I wasn’t running for a large national charity, I wouldn’t be part of 100 runners fundraising for the same cause – instead I would be the only runner wearing Safe Families colours, and would be the only person fundraising to support their work.” What channels did you use to promote your challenge and why? “I predominantly promoted my fundraising to friends and family through my social media accounts on Instagram and Facebook. My posts were also shared through Safe Families for Children’s accounts, which raised awareness to a wider audience of individuals who were already aware of and supportive of their work.” Do you know if Safe families have any specific plans or projects for this funding /what will be the impact of this funding. “I am due to meet with the Chairman of Trustees soon, to gain an understanding of the impact my fundraising will have for this charity and the work it will support.” What advice would you give to someone interested in fundraising for a local charity? “People tend to be unaware of the great work undertaken by small charities in their area. Fundraising for them will not only help fund their activities, but raise their profile in the community. Having fundraised for both national and small charities such as Safe Families, I found it more rewarding to be promoting the work of a small charity, and more encouraging to know that the money I raise will be going directly to helping their cause rather than covering overheads.” Set up a fundraising page for a local charity today.4152 Posted by Lewis Garland
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In April 2019 hundreds of fundraisers took part in our annual Local Hero fundraiser competition. After a tightly fought race, Nathan Swain took bronze position in the competition, having run the London Marathon in support of Safe Families for Children Wales. Thanks to Nathan’s third place finish, Safe Families for Children Wales were awarded a prize of £500, adding to the phenomenal £2,300 he had already accrued through online donations. Once his calves had recovered, Nathan kindly took the time to talk to us about his challenge and his charity of choice. How did you get involved with Safe Families for Children? “Through my line of work I am aware of the adverse impact children placed in foster care can experience, and the residual effect it can have for years to come. Through a notice on my local church notice board I became aware of the work of Safe Families for Children, a charity working hand-in-hand with local children’s services to link families in need with a network of local volunteers who can offer them support, intervening before formal involvement of the care system." How did you decide upon you challenge and what preparation did you need to do? "Having been a runner for around three years, and becoming comfortable at the Half Marathon distance, I felt it was time to challenge myself with a marathon and managed to secure a ballot place at the London Marathon. What should’ve been prime running time over the winter was ridden with injuries which prevented me running, but I managed to keep fit through cycling. In early spring I was able to get running again and got out two or three times a week to get race ready.” What did you most enjoy most about your challenge and taking part in the Local Hero competition? “I really enjoyed pushing myself, and knowing that my efforts were not only for my personal gain, but had helped secure important finances for a small volunteer led charity I found it enjoyable getting on the leaderboard early which spurred me on to encourage more people to donate and help secure additional prize money funding for the charity.” Why do you think your campaign was such a success? “It was a combination of a marathon being a big challenge and choosing a charity that people could relate to and see tangible benefits through their donations. I feel more people were willing to donate to support me because I wasn’t running for a large national charity, I wouldn’t be part of 100 runners fundraising for the same cause – instead I would be the only runner wearing Safe Families colours, and would be the only person fundraising to support their work.” What channels did you use to promote your challenge and why? “I predominantly promoted my fundraising to friends and family through my social media accounts on Instagram and Facebook. My posts were also shared through Safe Families for Children’s accounts, which raised awareness to a wider audience of individuals who were already aware of and supportive of their work.” Do you know if Safe families have any specific plans or projects for this funding /what will be the impact of this funding. “I am due to meet with the Chairman of Trustees soon, to gain an understanding of the impact my fundraising will have for this charity and the work it will support.” What advice would you give to someone interested in fundraising for a local charity? “People tend to be unaware of the great work undertaken by small charities in their area. Fundraising for them will not only help fund their activities, but raise their profile in the community. Having fundraised for both national and small charities such as Safe Families, I found it more rewarding to be promoting the work of a small charity, and more encouraging to know that the money I raise will be going directly to helping their cause rather than covering overheads.” Set up a fundraising page for a local charity today.May 29, 2019 4152
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When the spirits rise with ghastly cries, and the maggots crawl from hollow eyes, and the hairy-legged spiders creep and the reaper comes to help you sleep… Halloween is nearly here, but have not fear! With a little creativity, this can be an excellent fundraising opportunity for your charity or cause. Here are a few ideas to help you make a little money from the night of the macabre! Hold a creepy costume contest One of the most fun parts of Halloween is the dressing up. Why not ask your supporters to make a small donation to take part in a fancy dress competition or even put on a frightening fashion show? Run a spooky walk in your neighbourhood Every neighbourhood has its haunted houses, rumours of people coming to ghastly ends and lost spirits that still roam the alleys in the dead of night. Run a midnight walk and see if you can raise the dead (or at least raise some funds)? Make your home a haunted house If you’ve got the space, why not convert your home or office into a haunted house. This is a chance to be really creative –cobwebs on the bannisters, skeletons in the closet, fog machines and pumpkin lined walkways. You could even ask people to dress up and jump out at your visitors to give them that extra adrenaline rush! Bake some terrifying treats With a bit of thought, a Halloween themed meal (spicy (be)-devilled potatoes anyone) or creepy cupcake sale will go down a storm. If you’re feeling really mean you could even add a trick to some of your treats with a pinch of chilli or wasabi! Pumpkin carving competition We’ve all marvelled at our neighbour’s beautifully carved porch pumpkins. Well, why not make a little cash from their talent! Ask your friends, neighbours and colleagues to take part in a pumpkin carving competition. Ask for a small donation to enter or for people to view the edible exhibit! Here at Localgiving we're always keen to learn about your fundraising actitivities and ideas. Please send us your Halloween images, tweets and posts and we'll be happy to share them - hopefully helping you to hit your fundraising GHOULS!!!6348 Posted by Lewis Garland
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When the spirits rise with ghastly cries, and the maggots crawl from hollow eyes, and the hairy-legged spiders creep and the reaper comes to help you sleep… Halloween is nearly here, but have not fear! With a little creativity, this can be an excellent fundraising opportunity for your charity or cause. Here are a few ideas to help you make a little money from the night of the macabre! Hold a creepy costume contest One of the most fun parts of Halloween is the dressing up. Why not ask your supporters to make a small donation to take part in a fancy dress competition or even put on a frightening fashion show? Run a spooky walk in your neighbourhood Every neighbourhood has its haunted houses, rumours of people coming to ghastly ends and lost spirits that still roam the alleys in the dead of night. Run a midnight walk and see if you can raise the dead (or at least raise some funds)? Make your home a haunted house If you’ve got the space, why not convert your home or office into a haunted house. This is a chance to be really creative –cobwebs on the bannisters, skeletons in the closet, fog machines and pumpkin lined walkways. You could even ask people to dress up and jump out at your visitors to give them that extra adrenaline rush! Bake some terrifying treats With a bit of thought, a Halloween themed meal (spicy (be)-devilled potatoes anyone) or creepy cupcake sale will go down a storm. If you’re feeling really mean you could even add a trick to some of your treats with a pinch of chilli or wasabi! Pumpkin carving competition We’ve all marvelled at our neighbour’s beautifully carved porch pumpkins. Well, why not make a little cash from their talent! Ask your friends, neighbours and colleagues to take part in a pumpkin carving competition. Ask for a small donation to enter or for people to view the edible exhibit! Here at Localgiving we're always keen to learn about your fundraising actitivities and ideas. Please send us your Halloween images, tweets and posts and we'll be happy to share them - hopefully helping you to hit your fundraising GHOULS!!!Oct 23, 2018 6348
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Your charity does amazing things. You know this, we know this – but do your potential donors or volunteers know this? While it is true that we live in an increasingly visual world, it is important not to underestimate the enduring power of persuasive writing. It (literally) pays to spend time on crafting your copy. Your browser does not support the video tag. In this blog I give six essential copywriting tips to help you raise awareness and bring in funding for your cause. Know your audience Before you put digit to key, the most important question should always be ‘who am I writing for and why?’ We all care about different causes. In most cases our interests are dictated by our characteristics and life experiences. Think carefully about what demographic you are writing for and how best to engage, gain the trust and motivate this audience. Harness the power of human stories Mastering the art of emotional engagement is vital for any copywriter, none more so than for those of us working with and for charities. One of the most effective ways to do this is through focussing on human stories. Try to find a simple, memorable story that encapsulates the work that your organisation does and the impact it makes (to a charity marketer this should be the holy grail). Whenever possible, try to include direct quotes from your beneficiaries or clients. This not only makes your copy more emotionally engaging but also helps to build trust with your audience. Choose your stats wisely While an excessive use of numbers may be a turn-off, carefully chosen and positioned statistics can both hook readers in and motivate them to act. Statistics can be used both to show your charity fully understands an issue and to succinctly convey the impact of your own work. Keep it simple When we are passionate about a cause, it is tempting to tell people everything about the need for our work and the impact we make. Equally, for lovers of words, it may be frustrating to be told to tone down your language. However, with attention getting shorter, complex arguments and florid prose are better kept for elsewhere. Ask yourself what your reader really needs to know and be ruthless with the rest. Spend time on your subject line We’ve all done it. Worked for hours honing our perfect piece of copy and then quickly cobbled together a subject line or title. However, as the tabloids have proven year on year out, a bold, controversial or catchy headline can make a huge difference. Infact, this is why professional headline writers exist! A good starting point when writing title or headline is to follow the ‘4 R’s’: Urgent, Unique, Useful, and Ultra-specific. Time and tailor your ask Think of each paragraph you write as part of your reader’s journey, a journey that leads to your call to action. Charities too often describe their groups’ activities and then tag on a quick, loosely related call-to-action at the end. If we want people to donate, volunteer their time, or share our message, you need to consider when the most effective time will be to ask for their support (i.e. at what point your reader will be most motivated to act). Sometimes, this may be at the start to instill a sense of urgency; other times it will come towards the end after having made a robust argument for your cause. And remember, the call-to-action itself should be as simple, persuasive and specific as possible. -------------------------------------------------------------------------------------------------------------------------------------------------- Writing great copy will always be as much about magic as maths. However, following these six tips will go a long way to helping you attract the supporters, donors or fundraisers you need! Was this blog helpful? Why not check out the following blogs too: 5 of the best free design tools to help your charity shine 3 Charities To Have On Your Radar For Social Media Inspiration11975 Posted by Lewis Garland
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Your charity does amazing things. You know this, we know this – but do your potential donors or volunteers know this? While it is true that we live in an increasingly visual world, it is important not to underestimate the enduring power of persuasive writing. It (literally) pays to spend time on crafting your copy. Your browser does not support the video tag. In this blog I give six essential copywriting tips to help you raise awareness and bring in funding for your cause. Know your audience Before you put digit to key, the most important question should always be ‘who am I writing for and why?’ We all care about different causes. In most cases our interests are dictated by our characteristics and life experiences. Think carefully about what demographic you are writing for and how best to engage, gain the trust and motivate this audience. Harness the power of human stories Mastering the art of emotional engagement is vital for any copywriter, none more so than for those of us working with and for charities. One of the most effective ways to do this is through focussing on human stories. Try to find a simple, memorable story that encapsulates the work that your organisation does and the impact it makes (to a charity marketer this should be the holy grail). Whenever possible, try to include direct quotes from your beneficiaries or clients. This not only makes your copy more emotionally engaging but also helps to build trust with your audience. Choose your stats wisely While an excessive use of numbers may be a turn-off, carefully chosen and positioned statistics can both hook readers in and motivate them to act. Statistics can be used both to show your charity fully understands an issue and to succinctly convey the impact of your own work. Keep it simple When we are passionate about a cause, it is tempting to tell people everything about the need for our work and the impact we make. Equally, for lovers of words, it may be frustrating to be told to tone down your language. However, with attention getting shorter, complex arguments and florid prose are better kept for elsewhere. Ask yourself what your reader really needs to know and be ruthless with the rest. Spend time on your subject line We’ve all done it. Worked for hours honing our perfect piece of copy and then quickly cobbled together a subject line or title. However, as the tabloids have proven year on year out, a bold, controversial or catchy headline can make a huge difference. Infact, this is why professional headline writers exist! A good starting point when writing title or headline is to follow the ‘4 R’s’: Urgent, Unique, Useful, and Ultra-specific. Time and tailor your ask Think of each paragraph you write as part of your reader’s journey, a journey that leads to your call to action. Charities too often describe their groups’ activities and then tag on a quick, loosely related call-to-action at the end. If we want people to donate, volunteer their time, or share our message, you need to consider when the most effective time will be to ask for their support (i.e. at what point your reader will be most motivated to act). Sometimes, this may be at the start to instill a sense of urgency; other times it will come towards the end after having made a robust argument for your cause. And remember, the call-to-action itself should be as simple, persuasive and specific as possible. -------------------------------------------------------------------------------------------------------------------------------------------------- Writing great copy will always be as much about magic as maths. However, following these six tips will go a long way to helping you attract the supporters, donors or fundraisers you need! Was this blog helpful? Why not check out the following blogs too: 5 of the best free design tools to help your charity shine 3 Charities To Have On Your Radar For Social Media InspirationOct 16, 2018 11975
