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Charities, just like any other organisation, have to advertise and market themselves effectively in order to survive.
Their goal is to convince their target audience that the cause they support is worthy of a donation, or indeed, a number of regular donations.
This can be a tough challenge; especially when advertising budgets are tight.
That's why we have recently made the decision to offer our copywriting services FREE OF CHARGE to most registered charities.
In light of this recent decision, we thought it would also be appropriate to produce a short piece of information to help small charities make the most of their limited funds when it comes to advertising and promotion.
Much of this information applies to charities and small businesses alike, so it's worth a look even from the 'for-profits' amongst us.
Make use of the media
Although you enjoy less control over this medium of promotion than you do via conventional advertising channels, it's free. So make the most of it.
Invite the local media to any events or special occasions, send out press releases with newsworthy stories about your charity, and keep an eye out for any new PR opportunities (maybe a local radio or TV station would like to hold a live interview on a subject related to your charity's cause).
Sensitise your audience
It's always a good idea to familiarise and 'sensitise' your target audience to your charity and its cause before pursuing more personal methods of solicitation. Doing so adds credibility to your charity and gives it some degree of recognition amongst the target audience, making them more receptive to requests for donations.
You might find it useful to combine press ads, posters and other non-direct methods with direct solicitation such as mailings, door-to-door campaigns, and public collection for maximum effect.
Be inventive
This one applies to all organisations. Be inventive, or be ignored.
In a society where people are becoming increasingly numb to advertising and promotion, it is paramount that you differentiate your communications in a way that demands attention.
To put this into perspective, there are over 169,000 registered charities in England and Wales. Many of which actively request donations from the public.
It is not feasibly possible for everyone to donate to each one of these charities, so they have to be selective and choose the ones that they feel are supporting the most important causes.
Your job then, is to communicate your charity's cause in such a compelling and engaging way that, after viewing, or listening to, your promotion, your target audience feels just as strongly about the cause as you do.
Take a look at 'be a guerrilla marketer' below for a few unconventional, attention-grabbing advertising ideas for your charity.
Be a guerrilla marketer
Take a leaf out of these charities' books: http://bit.ly/107pfb
One word of warning, however, many guerrilla marketing techniques can have ethical, and indeed legal, implications. Make sure your campaign doesn't end up like one of these: http://bit.ly/xguz6
If you would like a hand with getting your charity's message across to your target audience effectively, we can help.
What's more, we can help for free.
Do you need a more compelling reason to get in touch?
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