Charitable giving is nothing new, but it is gaining more and more traction these days. Thanks to the rise in millennials and social consciousness; people want to do more to help and that can only be a good thing. Unfortunately, though, funding remains the big challenge and so does standing out from the crowd.
That’s the trick to success - it’s growth. It’s knowing how to increase your impact, use the resources you have, reach more people, grow your awareness and communicate your message clearly so that people know right away what your value is. It’s tricky, but there are a few ways you can maximise your chances.
The Bolder The Better
A lot of people that work for long-established charities see themselves as nothing more custodians responsible for keeping things running just as they had, not wanting to risk anything. We get it. But this absurd. If that was the mentality of the private sector then we would still be in the stone age. There would be no iPhone, no four-piece toaster, no fibre-optic broadband, no Internet, nothing. In order to grow, charities need to be bold with their approaches. Just look at Charity: Water. They have nailed their branding, and got their bold marketing spot on.
React To Donation Trends
The world has gone online, which is why you need to make sure your presence online is your priority moving into the new year, and that starts with being able to manage any growth in this area by using a specialist in non profit IT services. With this in place, your first port of call should be Google and doing all you can to make Google look at you fondly. You should also look at upping the game in terms of your social media campaigns, which could be as simple as uploading any campaign videos to Facebook directly knowing native videos are given priority. To make your money go further, be bold in the way you procure marketing executives and IT support.
Tell The Story Better
Nothing is going to connect with an audience more than your story. It is what differentiates you from all the other charities and non-profits out there. A great place to start is by focussing on the difference every donation will make, not on what the charity will do with it. The next piece of priceless information we can give you on this front is your use of emotion, which is where a creative copywriter can take you to new heights. Your audience is not going to remember what you said or what your charity does per se; they are going to remember the way you made them feel. Remember that Kony 2012 campaign by Invisible Children. That campaign hit a nerve and, as such, it took over the world.
Force People To Empathise
To use Charity: Water as the example again, the marketers made a conscious decision to try and evoke empathy with people. It was little things like having stalls at events where they asked people passing by to carry two jerry cans filled with water fifty meters. This was nothing like the seven miles some families had to carry their water, but it gave people a sense of what was at stake and that is what connects. That is what you need to try and achieve.
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