essential tips for charity marketing - gary pooley, steele media
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www.steelemedia.co.uk | 01553 88 63 88
ALL THE MARKETING SERVICES YOUR CHARITY NEEDS UNDER ONE ROOF
Gary
Pooley
Marketing &
PR
Website
Design
Graphic
Design
Branding &
Image
www.steelemedia.co.uk | 01553 88 63 88
About Steele Media Ltd Help organisations manage their marketing & promote their products
and services Increase business & sales / membership / fundraising Raise awareness Communicate consistently with staff, suppliers, customers &
stakeholders
Team of experienced marketers, designers, illustrators, coders
Wide range of services including advice, design, printing, web development
Scalable and flexible to adapt as clients’ requirements change
Outsourced marketing department / additional marketing resource
Pragmatic approach – Why? What are your objectives?
www.steelemedia.co.uk | 01553 88 63 88
Why carry out marketing?“Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to stakeholders and for managing customer relationships in ways that benefit the organization and its stakeholders”
American Marketing Association
Stakeholders – identify your target audience Different messages and media depending on the target audience
Relationships – Know, like and trust Cut through the “noise”
Build your BRAND Consistent set of messages, recognisable mission & clear goals People automatically associate your charity with the area you are
involved in
www.steelemedia.co.uk | 01553 88 63 88
The 4 (7) Ps of Marketing
www.steelemedia.co.uk | 01553 88 63 88
The 4 (7) Ps of Marketing
PRODUCT (or service) Differentiate, unique points
PRICE Costs, viability, budget
PLACE Physical locations & geographic areas
PROMOTION Creative activity, media strategy & varied marketing
communications mix
www.steelemedia.co.uk | 01553 88 63 88
How to get the most from your budget
PLAN with S.M.A.R.T. objectives Clear and consistent messages
BUDGET (remember the price P)
Marketing communications on a shoestring Tools you can use for FREE
www.steele-media.co.uk/charity
www.steelemedia.co.uk | 01553 88 63 88
5 Tips & ToolsFor FREE
Charity Marketing
www.steelemedia.co.uk | 01553 88 63 88
1. Social Media
Consistency – messages, frequency Response times
Hootsuite
Connect up to 3 social networks for free
Easy to use
Saves times, helps plan
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Hootsuite Write content once – post to all networks
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Hootsuite Schedule posts for multiple networks
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Hootsuite Keyword searches for monitoring and lead generation
www.steelemedia.co.uk | 01553 88 63 88
Facebook Donate Button Allow people to donate directly from your Facebook page
www.steelemedia.co.uk | 01553 88 63 88
2. Free Press Coverage
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2. Free Press Coverage Editorial is more effective than advertising!
ATTENTION A strong headline to grab the attention of the reader
INTEREST Engage the reader’s interest with well written information
DESIRE Build a relationship with the reader
ACTION Lead the reader to an action – call, email, website, attend event
etc
A
I
D
A
www.steelemedia.co.uk | 01553 88 63 88
2. Free Press Coverage Make it easy for editors to change content
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3. Website
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SEO – Title Tag
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Free Google Tools & XML Sitemaps
Google Analytics www.google.com/analytics
Google Webmaster Tools www.google.com/webmasters
XML Sitemap Generator www.xml-sitemaps.com
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4. Email Marketing Mailchimp.com
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5. Local Networking Groups Build relationships Promote your charity Engage with local businesses Maybe even get a free breakfast Come along tomorrow morning!
www.steelemedia.co.uk | 01553 88 63 88
THE BIG TIP
PLAN with S.M.A.R.T. objectives Clear and consistent messages
BUDGET (remember the price P)
ASK for advice – if you don’t ask, you don’t get
www.steele-media.co.uk/charity
www.steelemedia.co.uk | 01553 88 63 88
ALL THE MARKETING SERVICES YOUR TRUST NEEDS UNDER ONE ROOF
THANK YOU FOR YOUR TIME
Marketing &
PR
Website
Design
Graphic
Design
Branding &
Image