This section is under review and development at present but any queries can be directed to the Group Development Team via 01256 423616 or admin@BVAction.org.uk
Organisations need to ensure that they are managed correctly and there is confidentiality and support within the organisation. Members, users and volunteers should be involved in activities and ensure promotions are co-ordinated. Reports should be are produced from monitoring and evaluation.
Administration procedures that ensure confidentiality and comply with data protection legislation requirements.
All legal requirements for the use of premises (owned or rented) are in place and adhered to. Organisations have a clear understanding of their responsibilities and fulfil them.
Services and Activities
Clients, users, volunteers and committee members have done involvement in reviewing services and developing activities.
Publicity and promotional material is co-ordinated.
Monitoring and evaluation is undertaken regularly to prepare reports and to provide information for improving services.
How to write a charity marketing strategy
A great marketing strategy will help your charity reach more people and generate more income. Without one, you could end up wasting a lot of money and time. So here’s everything you need to know.
Strategy is hard. It’s not rocket science; but it’s hard because you have to make choices about what you want to do - and what you don’t. That means difficult decisions. But the alternative is a woolly, vague strategy that serves no-one. The starting point for your marketing strategy should be what your organisation is trying to achieve. What are the goals for your charity this year, where do you want to go and how are you going to get there?
Once you’ve familiarised yourself with your organisation’s strategy, here’s how to create your marketing strategy:
Take a look at your environment
Every strategy should start with an analysis of the key factors affecting your charity. Some of this should be big picture ‘macro’ stuff (eg the political, economic, social and technological factors affecting charities similar to yours) and some should be ‘micro’ factors specific to your charity, such as who your competitors are, and what the main challenges are for your management and finances. Frameworks such as PEST and SWOT can be useful here as lenses through which to view the climate you’re in. In particular, what are the opportunities and risks around digital and social media?
There are some good tips about marketing frameworks on Marketing Teacher. Don’t get too hung up on them though. The most important thing is to take an honest and balanced view of where you’re at and the key opportunities and threats.
This is where you decide what you want your charity to achieve through your marketing. Perhaps a fundraising target, revenue target or improvements to your brand or website. Whatever you decide, your objectives need to be SMART (specific, measurable, achievable, realistic and timed to when you want to achieve them by). Clarity is the aim. Think about how you will measure whether you have achieved them. For example ‘to be a leading charity’ is too vague and therefore hard to track. The beauty of digital is that it will make measurement much easier- if you want to reach more people, that is easy to measure on social media.
You can begin focusing your strategy a little more by including key messages at this point, along with which segments of your target audience each message is aimed at. Try to be as specific as possible. If finance directors in housing associations are an important target for your key messages, say so. In the digital age you have to fight hard for people’s attention so your content should be as powerful and punchy as you can make it.
This is the really hard bit because you need to choose who in your target audience you want to prioritise. If you’re unsure, consider running a workshop for your senior management team to review the options. You may also be able to reach new audiences through digital communications, but be as specific as possible on who you’re targeting.
How do you want your charity to be regarded? This information should be in your brand guidelines. If not, again it’s worth looking at your ideas with senior management. Does digital offer opportunities to make your brand more approachable? Could getting your leadership team on social media influence perceptions of your charity’s transparency?
How will you know if your strategy has been a success or not? It’s time to put some metrics in place here, for example whether you have achieved income targets, how your charity has been rated in stakeholders surveys, or how your campaigns are performing. A variety of metrics is fine, as long as they measure what you are trying to achieve. Measuring both on and offline is equally important. It is suggested creating a simple dashboard of key metrics.
Once you’ve got your marketing strategy, it’s time to work out how to put it into practice through your marketing plan.
Acknowledgment to http://www.charitycomms.org.uk
Eight marketing essentials for your charity
Basic things you should be doing right now
Many charities shy away from the idea of marketing, thinking it is only something for big brand organisations or private sector companies with deep pockets. The fact is if you promote your organisation in any way, try to get people to do something, if you fundraise, sell services or products, promote membership, courses or consultancy, then you’re doing marketing.
And the better at marketing you become, the more awareness, money and impact you will generate, and the more products, services, courses and consultancy you will sell.
Here are eight basic things you should be doing right now. If you’re not, these simple actions offer a massive opportunity to have a huge impact – almost overnight.
Qualify your leads
How do you currently ensure those most likely to support your organisation, or most likely to have sympathy with your cause, end up on your database? Your marketing should be geared towards not just getting any people into your database, but the right people. If you know dog walkers are the very likely to support your conservation campaign, consider offering a free guide to ‘The Best Places to Walk Your Dog’ in exchange for joining your mailing list. Those who sign up have ‘qualified’ themselves as your target audience – non dog walkers wouldn’t be interested in your guide
Do more with your existing supporters
Are you putting most of your effort into recruiting new members and supporters, at the expense of those who have already made a commitment? It takes far less time, money and resources to get an existing supporter to give more, or take an action, than to recruit a new one. Are you asking enough? Communicating enough? If you’re not communicating with your existing supporters at least twice or three times a month you’re almost certainly missing an opportunity.
Pin down your USP
Do you know why someone should support your charity, rather than the next one? What makes you different, special, unique? Pinning down and then articulating your Unique Selling Point can make an incredible difference to your marketing success. Tell your target audiences how you do things differently and what makes you stand out from the crowd. Don’t be just another charity doing pretty much the same as any number of others in your sector. Tell people about your difference.
You’d be surprised how many organisations receive calls, interest, enquiries, offers of help and more, then have a lacklustre follow up that goes nowhere. They will call back won’t they? If your target audience show an interest in your campaign, or responds in any way, make sure they get follow up emails, letters, calls and more until they take action. Your audience need to be reminded of their interest and continually offered an opportunity to turn it into something concrete. Many actions only take place on the fourth, fifth or sixth time of asking.
Use a marketing mix
Your single leaflet, web page or advert will not work effectively. Your target audience needs to receive your messages in a variety of different ways before they will take action: social media, leaflets, the press, word of mouth, email, direct mail, telephone calls, events and more. By having a marketing mix, you’ll reach more people and reach some people numerous times. Start with one new marketing method a month, and build on it over a year.
Consider the lifetime value of your supporters
If you knew each supporter donates around £1,000 during their long-term relationship with you, wouldn’t you spend £100 getting them into that relationship in the first place? Try to think of your supporters not in terms of their initial donation or action (which might be quite low) but in terms of their lifetime value, if you can build and maintain a strong relationship with them. Make that relationship building at least as important as getting them through the door in the first place.
Segment, then target
The more specific your marketing material is to your target audiences, the more success you will have when you communicate with them. If someone has shown an interest in, say, your asylum seeker project in the past, make sure they are ‘tagged’ as such in your database. Then send them asylum seeker specific material in the future. Tone down the asylum seeker based marketing to those who have never shown an interest. The best marketing returns come from charity databases that are ultra segmented, only delivering marketing and content directly relevant to each supporter. Think of what happens when you buy a book from Amazon. What other books does Amazon tell you about?
Track, test, evaluate
For every piece of marketing, every campaign email, every webpage, leaflet, Tweet or event, find a way to measure the results you get. Of the actions that were taken, how many were produced from which marketing method? Tracking doesn’t have to be sophisticated. A simple spreadsheet monitoring what you put out, and the results you get from it, is a good way to start. Use the information you collect to analyse what works for your audience. Then do more of what works, and less of what doesn’t.
Acknowledgement to www.ngomedia.org.uk