Charities - Best practice creative campaigns
DAVID LONIE, client director of data, print and digital company LATCHAM/CGL, gives practical advice on charities being able to produce truly effective marketing campaigns.
Charities face a tough challenge when it comes to developing and implementing creative campaigns that resonate with potential supporters as well as existing donors. Simply put, as a charity, you are not marketing a product or a service but ideas and concepts to stimulate action – a much more complex proposition.
Charities which succeed are those which manage to speak to their target audiences in a way that resonates with them, raises their profile, increases brand awareness and ultimately encourages action – whether this is driving direct donations, increasing attendees at fundraising events, encouraging raffle ticket sales, etc.
As campaigners, charities are passionate about the need to convey their message and make things happen. But while enthusiasm for your cause and a “gut feel” for what makes your potential supporters tick, your marketing campaign is destined to fail if you lack a clearly defined objective, a comprehensive strategy and ways of evaluating progress, and checking you are on track. Without these vital elements, you could end up wasting a lot of time and money.
Membership Data – the key to unlocking better member engagement
Attracting potential new members, retaining existing ones and engaging with individuals, at whatever stage they find themselves within the membership lifecycle, is a perennial issue for membership organisations.
All membership organisations want to get better at member engagement and through careful planning, working with suppliers that understand what you are trying to achieve and most importantly, understanding your target audience through good, managed and compliant data, campaigns can achieve real results.
Today, having at your disposal, good quality and accurate data is absolutely key to survival. Second only to securing funding, data integrity should be at the heart of your organisation, establishing your credibility and ensuring maximum return on investment. Without it, it’s virtually impossible to interact in any meaningful way with the people that matter the most.
David Lonie - his moment in the spotlight
It was great to see David Lonie, Client Services Director for Latcham | CGL have his moment in the spotlight today when he was interviewed for a video that is being made to promote the Scottish Fundraising Conference which is taking place in Glasgow later this year.
David takes the lead in supporting charity customers throughout the UK to utilise data, print and digital marketing to increase donor engagement and he works collaboratively with a great many fundraising and individual giving organisations that want to increase support through personalised and creative campaigns.
David will be attending the conference in Glasgow on 2nd & 3rd October so do come and say hello For more information about the event click here.
You can contact David on 0117 311 8200 or click here to find out more about our work within the charities sector.
Blog: A world without social media
As everyone is probably now aware, JD Wetherspoons have made the bold decision to axe all social media platforms in their entirety. This could in turn cut the B2C connection of over 900 establishments to thousands of followers – or will it?
Since the announcement, Chairman Tim Martin has been quick to defend his actions and outright deny the allegations of the social media shutdown playing a part in an elaborate PR stunt. The questions racing through the minds of many are centred on the absurdity of it – why would you remove yourself from the eye of the nation, take away the largest FOC platform available and put yourself in the dark. However, as you begin to peel back the layers, it’s not all bad. The general consensus from the statement released by the chain is that social media is a cumbersome commitment, resulting in “damaging effects” and the disintegration of human interaction. It uses countless hours of man power within the business, which Tim believes could be put to greater use elsewhere. So, in a world where social media rules the roost for many, what does this mean? With 44,000 twitter followers and over 100,000 followers on Facebook, the reality is that this is not actually a huge body of support. These followers are spread over the social media pages of 900 sites all over the United Kingdom; this reduces their actual reach quite significantly.