A guide to charity marketing which looks at how organisations can use content, PPC, SEO and social media to enhance their brand awareness and actively engage with their audience.

1. By Carl Panteny @Koozai_Carl
A GUIDE TO DIGITAL
CHARITY MARKETING

2. CHARITY MARKETING
CONTENTS
Current Trends Slides 3-5
Marketing For Donations Slides 6-8
Protecting Your Branding Slides 9-14
Using PPC Slides 15-21
Integrating Social Slides 22-24
Content Marketing Slides 25-30
Points To Remember Slides 31-33

3. 10 Rules To Stay In Touch
CURRENT TRENDS IN DIGITAL MARKETING

5. With Social Media at its core, Charity Marketing has entered a new era when appealing to audiences, and more importantly increasing their brand presence.
The entire notion of campaigning has been to engage and increase your audience, so it makes sense that Social Media was a natural platform for charities to utilise.
SOCIAL CAMPAIGNS

6. 10 Rules To Stay In Touch
MARKETING FOR DONATIONS

7. (Source: Mashable [Online])
Social Media, in conjunction with mobile technology, has provided new communication channels in which a variety of material can be introduced.
Creating the right content and tailoring messaging enables users to ‘believe’ in your cause.
BRAND AWARENESS

8. …and can even increase the amount of money donated.
(Source: Mashable [Online])
MONEY DONATIONS

9. 10 Rules To Stay In Touch
PROTECTING YOUR BRANDING

10. Even though you may have the correct style of messaging and content, if the campaign isn’t managed correctly this can lead to complications.
Protecting brands online isn’t just reserved for businesses. Charities are branded too. This is why your brand needs to be carefully managed. Otherwise another charity may take advantage.
MESSAGE CONSISTENCIES

12. BRANDING CAMPAIGNS
Although the Ice Bucket Challenge was created by the ALS Association, the lack of links and brand association resulted in the dilution of what the original intentions were – bring awareness of ALS.
In the UK, Macmillan Cancer Support adopted the campaign and began marketing it. Yet, the nominations were going to people who were donating money to different charities.

13. COST OF SUCCESS
Any donations, to any charity is a positive thing, but this does highlight the loss in terms of the original purpose of the Ice Bucket Challenge; bring awareness of ALS.
Although some think that Macmillan “cashed in” on the viral campaign, the truth was, it wasn’t owned by anyone – no brand links had been made.

14. AS A CONSEQUENCE...

15. 10 Rules To Stay In Touch
USING PPC IN CHARITY MARKETING

16. IMPROVING RANKINGS
Having a brand, a great campaign idea and selected communication channels, is not enough in the realms of digital.
As seen with the Ice Bucket Challenge, your Search Engine Rankings are vital for people wishing to donate and participate in your campaign.

17. WHY USE PPC?
Successful Search Engine Optimisation (SEO) is due to a number of factors. Essentially it relates to how well integrated all your digital outlets are, and how relevant the content is to both the user and search engine.
However, even the established brands need to invest in their online presence in the form of Pay-Per-Click services such as Google Adwords.

19. HOW PPC WORKS
Pay-Per-Click works on brands bidding for key search words that user may type into the search engine.
Luckily for charities, this doesn’t have to be a burden on their financial resources.

20. CHARITY PPC
Google Grants is a system whereby non-profit organisations can get $10,000 per month in AdWords ad spend absolutely free.
For charities operating in the UK, you must be registered with the Charity Commissions for England and Wales.

21. SUCCESSFUL PPC
Imagine how many more donations ALS may have got if they’d been bidding on the term ‘Ice Bucket Challenge’…

22. 10 Rules To Stay In Touch
INTEGRATING SOCIAL MEDIA

23. SOCIAL DONATIONS
As discussed in the current trends of Charity Marketing, Social Media has played a huge role in increasing brand awareness.
In addition, sites such as Easy Giving and Just Giving provide a simple and efficient way for your audience to make donations.

24. SOCIAL REMINDER
Being creative with your campaigns on Social Media, can lead to an expediential increase in your audience outreach.
However, there still needs to be that incentive and communication to your audience, that any Social Media activity is not enough for your cause.
Donations are important too, and UNICEF got this message across.

25. 10 Rules To Stay In Touch
CONTENT MARKETING FOR CHARITIES

26. CONTENT PLANNING
Ensuring your campaign objectives are clearly stated from the beginning provides an understanding for your audience on what you would like them to support, and how to do it.
Social Media is only an outlet for your communications; the content that you use for the outreach is what will determine the success of your campaign.

27. TYPES OF CONTENT
Videos
Images
Blogs/ Articles
Website Copy
eBooks
Review
Quizzes/Games
Press Release

28. CONSISTENT CONTENT
The trick is to have consistency, so as it is shared across a variety of platforms, neither the branding, or intentions are lost.
Visual aids, stories and hashtags provide ways of informing your audience, building their interests and enabling an opportunity to share content to peers.

29. INSPIRE & CONVINCE
This creates the necessary digital word of mouth to get your messages out there.
Great content, creates great engagement. You need to inspire, entertain, educate and convince your audience of the work and funding that you require.

30. 10 Rules To Stay In Touch
POINTS TO REMEMBER

31. POINTERS & TIPS
Social Media has enabled new ways of directly connecting with your audience and generating significant awareness.
The simplest, most engaging ideas are ones that anyone can get involved with.
However, any campaign must have a strong brand presence to enable your audience to have that association with charity.

32. POINTERS & TIPS
Any communications in the digital world need to have a coherent and integrated approach. PPC and a website which is optimised for Search Engines, creates greater opportunities for your audience to discover you.
Campaigns which generate the most traction are ones that are creative. The content that you share needs to be both entertaining and informative.
Always remind your audience that although spreading your name is one part, financially supporting your cause enables you to achieve your goals.

33. THANK YOU FOR READING
@Koozai_Carl
carl.panteny@koozai.com
0845 485 1262
koozai.com

34. IMAGE CREDITS
Slide 4 - http://www.bigstockphoto.com/Image-33048002-bigstock-sunset-over-mountains-near-sea Slide 5 - http://www.bigstockphoto.com/image-71573704-bigstock-stock-vector-ice-bucket-challenge- business-eps-10 http://www.bigstockphoto.com/Image-65494285-Social-Media-Signs Slide 7- http://mashable.com/2014/09/18/social-media-charity/ Slide 8 - http://mashable.com/2014/09/18/social-media-charity/ Slide 10 - http://www.bigstockphoto.com/image-41738200/stock-photo-success Slide 11 - http://www.bigstockphoto.com/Image-18182633-bigstock-The-world-of-social-networking Slide 13 - http://www.bigstockphoto.com/Image-51868162-bigstock-Awareness-Level-Conceptual-Met
Slide 16 - http://www.bigstockphoto.com/image-Google-Search-Screen-300x200
Slide 18 - http://www.bigstockphoto.com/image-50399657-bigstock-Keywords-Blue-Marker Slide 19 - http://www.bigstockphoto.com/image-6323014-bigstock-Computer-Mouse-And-Money Slide 20 - http://www.en.fotolia.com/images-pound-sign-and-ring Slide 26 – http://www.en.fotolia.com/images_33810761_S Slide 28 - http://www.bigstockphoto.com/image-60749672-Social-media-icons-on-smartpho Slide 29 - http://www.bigstockphoto.com/image-bigstock-41144203-Portrait-Of-A-Female-With-Mega Slide 31/32 – http://www.bigstockphoto.com/image-bigstock-16975586-Blank-red-glass-button--d-re