‘’Every piece of marketing has a hero, maybe the hero is a girl in the village. Maybe it’s a drilling rig operator. Or, maybe, it you make a donation, the hero is you.’’
For marketing agencies like you and me, this heroism goes beyond financial contributions. It’s about recognising the power we hold – as marketing experts, and the difference we can make by contributing our skills and time towards a cause that we hold dear to our hearts.
Extending your expertise to charities, in the realm of philanthropy, comes in different ways and forms. Read along to find out why to do that in the first place, and ways through which you can tailor your services!
Why provide services to charities?
Be good, give back
In the world of business, the simple act of giving back can have profound effects. Providing services to charities allows your business to play a positive role in society, and that’s a hard reason to top. Whether it’s dedicating bonus days to a charity within your clientele or actively participating in community initiatives, philanthropy is a tangible way to contribute. The impact of it isn’t just external – it resonates well within your organisation too. Boosting employee morale, philanthropy fosters a sense of pride and fulfillment, creating a workplace culture that’s not only positive but also motivating and engaging.
For marketing agencies, collaborating with charities can be a breath of fresh air, an opportunity to unleash creativity that might be restrained in corporate projects. Charities often present unique challenges that demand inventive solutions. Take the SickKids VS campaign, for instance, which reframes the narrative from ‘help sick children’ to ‘heal the future’ with their unconventional video. Working with charities allows your team to think outside the box, cultivating a culture of innovation. This experience not only benefits the charity but also leads to valuable insights and skill development amongst your team members.
Strategic philanthropy makes good business
Strategic philanthropy is the pinnacle of corporate altruism. It’s not just about charity, it’s a carefully designed symbiotic relationship. Balancing the positive impact on the community with a clear understanding of the benefits for the company, strategic philanthropy creates a win-win scenario. Engaging in it not only feels good but also aligns your brand with values that resonate with your clients and employees. It transforms philanthropy into a mutually rewarding marketing program, enhancing brand image, attracting socially conscious customers, and fostering lasting employee loyalty.
Range of services you can provide
Offer your expertise in crafting impact communications, they can be in the form of one-off strategies that you help the non-profits develop to align better with the existing industry trends. It can include help with creating visual identities, where you can develop a set of templates that the charities can use, developing a strong brand foundation and comms alignment across all channels.
A share of your expertise
You can empower charities with the basics of marketing knowledge you’ve gained over the years, educating them on the best practices they can implement in their comms strategy. Redirect them towards additional support that can be available to them for free as many companies provide their services for free or at massive, discounted rates to registered charities. Tools like Hootsuite, Mailchimp, Canva, even Microsoft 365 offer great deals for charities. You can help set them up and running, helping your choice of charity market themselves under a reasonable budget.
You can also take your commitment a step further by hosting training sessions or workshops where you can invite local charities to gain insights into effective marketing strategies. These sessions can cover a range of topics, from social media management to crafting compelling narratives.
Go pro-bono for a charity each year. Dedicate your agency’s skills, time, and knowledge, to support a charity, or an annual fundraising event. This can have a significant impact on their ability to raise funds and awareness, while you fulfill your social responsibilities.
Assisting with applications
Another great way that you can help charities is by compiling a list of relevant awards for a cause you support and offer to assist charities in applying or registering for these awards. It’s a one-time investment, that costs you nothing but time, and can bring long-term recognition and support to yourself and the charities you support.
If crisis management is where you shine, then be the guiding force for charities in times of crisis. Most of these situations demand swift and decisive action, making them short-term, act-now campaigns to begin with. It can be in the form of immediate response stategies, establishing communication protocols, or developing a reputation recovery plan that can be implemented over a period of time.
Your expertise can be the crucial link that helps charities navigate through tumultuous times and emerge stronger on the other side.
Digital marketing for budget conscious charities
Every penny saved is a penny earned, and it rings true when it comes to charities that often work with restricted budgets. One of the most cost-effective ways of marketing in this day and age is digital marketing; it helps reach large audiences and low prices. When done well, digital marketing techniques like PPC Pay-Per-Click (paid search advertising), SEO (search engine optimisation), and social media marketing can help charities achieve their goals, whether it’s in the form of awareness, fundraising or volunteer recruitment.
If you’re a charitable organisation looking for some budgeted marketing support, get in touch with us!