The most successful charity marketing campaigns have the power to transform the capabilities of nonprofits. Create an intelligent campaign that delivers a good return on investment. You’ll attract vast amounts of valuable attention towards your cause while tempting potential volunteers and donors to get involved. This article will explain how to get the most out of your charity campaign without increasing your investment.
How to Create a Successful Charity Marketing Campaign
Creating a charity marketing strategy that gets results is no mean feat, but if you follow our three top tips, you’ll be on your way to success.
1. Set Realistic Objectives
Before you start, ensure you know what success looks like, and then create a marketing plan that directly addresses these targets.
2. Define Your Key Messaging
Be clear and consistent in your messaging to create a campaign with maximum impact.
3. Understand Your Audience
The best campaigns are designed to pique the interest of specific demographics. Design your campaign with your target audience in mind.
How Do You Measure the Success of Your Campaign?
Build upon previous campaigns’ success by ensuring you always measure your results. Here are a few of the best ways to measure the success of a charity marketing campaign.
- Calculate the return on any advertising spend
- Check email opens and click-through rates
- Note ticket sales for any events
- Use referral codes for sponsorships or public speaking engagements
- See how many users have viewed video content
- Keep an eye on website traffic and page views
- Measure growth in memberships or subscriptions
The Best Charity Marketing Campaigns
Take note of some of the most effective charity marketing campaigns to see how these organizations have used marketing channels to reach their target audiences.
1. PETA UK: It’s Time We Grew Up
PETA (People for the Ethical Treatment of Animals) created a campaign to persuade consumers to ditch dairy and switch to vegan alternatives. The ‘It’s Time We Grew Up’ campaign highlighted that milk is for babies and used video content to attract audiences and build awareness around the issue. Using video content with a humorous and entertaining tone made this campaign highly shareable. It, therefore, created excellent traction on social networks as it ran. It was also designed with PETA’s target audience in mind, adding to its success.
2. Charity Water: The True Colours of Dirty Water
The nonprofit organization Charity: Water aims to provide people in developing nations with clean drinking water. Last year it launched a digital campaign on World Water Day entitled ‘The True Colours of Dirty Water.’ The digital campaign on social media and the charity’s website invited users to screenshot different colors as several shades flashed on the screen. Once a user had a screenshot of a particular color, they could visit the website to read real stories about individuals who were faced with drinking water of that color.
This campaign proved hugely successful thanks to its creativity. It grabbed people’s attention and made them think about an often-overlooked issue.
3. Women’s Aid: He’s Coming Home
The Qatar World Cup of 2022 gave Women’s Aid a golden opportunity to draw attention to one of the core issues it seeks to raise awareness of: domestic abuse. Women’s Aid ran a digital campaign during the World Cup using the slogan ‘he’s coming home’, a play on the famous ‘it’s coming home’. This campaign may have sounded lighthearted initially, but once audiences started to look into it, they soon learned about the frightening statistics that had inspired it. Studies have shown a rise of up to 38% in domestic violence cases immediately following football matches, whether teams won or lost. Women’s Aid’s campaign drew attention to this fact in a brilliantly creative and engaging way. Take a look at one of the tweets from this campaign to see how Women’s Aid presented the campaign on social media.
Partner With a Charity Marketing Agency for Maximum Impact
Creative and inspiring marketing strategies can transform the capabilities of organizations, giving them the resources they need to make a difference. But if charities want to ensure their campaign has maximum impact, it’s a good idea to consider partnering with a charity marketing agency. These highly specialized agencies have a wealth of experience and expertise, enabling them to create unrivaled campaigns for nonprofit organizations.
