Marketing for Not For Profits

Private and conﬁdential
Marketing for Not For Proﬁts
1

Our story
Founded in November 2012, Impression
has grown to be one of the UK’s premier
agencies, working with brands across the
globe to drive higher returns on their digital
marketing investments.
Our combined experience across in-house and agency
roles means we’re well placed to understand how you
work. We built our agency in response to what we
believe were ineﬀective practices we’d witnessed
amongst other agencies and we strive to do better,
delivering tangible ROI every day.

What we do
We help businesses just like yours to make more money by
generating new leads and making more proﬁtable online sales.
S E O
C O N T E N T
P P C
C R O
D I G I T A L P R
A N A L Y T I C S

@impressiontalk
Our Clients & Awards

Beyond marketing...
Marketing lies at the heart of our business. But so too does a
commitment to CSR and the fulﬁlment of our brand and personal
values.
We invest heavily in wellbeing initiatives for our team as well as CSR initiatives which
support others around us. Our initiatives include:
● Wellbeing committee
● Internal communications programme
● Physical wellbeing including yoga, running and football
● Mental wellbeing, including an employee assistance scheme, line manager
support and ﬂexible working practices to facilitate work-life balance
● Pro bono charity work
● Regular charity events and donations
● ‘Future of the industry’ events and resources for students

Agenda today
09:05 - 09:15: The Not For Profit Environment - Introduction with Adam Bly
09:15 - 09:45: How to Use SEO to Drive Audience Engagement - Chloe Fair
09:45 - 10:15: Social Media Advertising for Not For Profits - Charlie Byrne
10:15 - 10:30: Break
10:30 - 11:00: Purpose-Driven PR: How Not-For-Profits Are Leading The Way - Jess Hawkes
11:00 - 11:30: Claire Campbell, NSPCC: Marketing Challenges Facing Not for Profits

The Not-For-Proﬁt Environment
Trends and Opportunities
7

I’m Adam
● 18 months client side - PPC, SEO,
Web Dev
● Joined Impression in summer 2017
● Strategy and planning across all areas
of digital marketing.
8

More trends...
● The total amount given to charity increased to £10.3 billion –
however, this is driven by fewer people giving more.
● Despite innovation in charitable giving over the years, cash remains
the main way in which people give, although the level has decreased
slightly in 2017.
● Women remain more likely than men to participate in charitable
and social activity though the gap is widening rather than narrowing
between the two groups.
13

What’s working?
● Recurring giving
● Personalised messaging
● Shouting about your impact
● Greater transparency through
Analytics
14

Recurring donations
● Make the case
● Make it an upgrade
● Make it simple
● Personalise your messaging
15

Shouting about your impact
● Use PR to maximise the impact
that your organisation has
● Satisfy donors and boards
● Spread your message
● Build a story around your work
16

Analytics for Transparency
● Detailed analytics tracking
can help you more accurately
report on results.
● Demonstrate value beyond
sales, conversions and sign
ups.
17

Private and conﬁdential 18
Where are they?Who are they? What do they want?
When do they want it? How do they ﬁnd you? How do you help them?
The opportunity at every touchpoint

How Not-For-Proﬁts Can Use
SEO to Drive Audience
Engagement
19

● SEO Strategist
● Worked in digital marketing for 5 years
● Learnt SEO in German
● Specialises in keyword and content mapping
● Key account: largest renewable energy company in the
world
● CSR manager leading on Impression’s CSR strategy
Introduction
A L I T T L E B I T A B O U T M E:
https://twitter.com/chloefair

● Introduction to SEO: what it is and a basic overview of the three key areas
● Overview of content optimisation
● Summary of three key types of content that you can use on your site
○ News and blogs
○ Knowledge hubs
○ Help & resources
● Key takeaways: topics, create, maximise
Overview

I N T R O D U C I N G
SEO

An introduction to SEO
Search Engine Optimisation
“search engine optimisation, or SEO, is a methodology of
strategies, techniques and tactics used to increase the
amount of visitors to a website by obtaining high-ranking
placements for relevant, organic keywords in search engines”

Why SEO?
For a range of businesses SEO is often the only or main channel
that drives revenue to a site. In short, if you have a website you
can implement an SEO strategy.
In 2019, businesses are investing in a digital marketing strategy
more than ever. That being said, you can still drive organic traﬃc
to your site through other marketing strategies:
Online
- PPC, CRO, Digital PR
Oﬄine
- Advertising, traditional PR, events & traditional marketing

Quantity of
traﬃc
Conversions
Quality of
traﬃc
An introduction to SEO

How SEO Works
TECHNICAL CONTENT PROMOTION
CRAWLING
USER EXPERIENCE
USER ENGAGEMENT
QUERY ENGINE
BRAND AWARENESS
THE SEARCH ENGINE
THE USER
INDEXING

Technical

Technical SEO
Ensuring that your site can be crawled and indexed
efficiently
Technical SEO is typically prioritised in the first phase
of a project or early on in a business’ SEO investment.
Before a site can rank for core keywords and drive
relevant traffic and conversions, the site must firstly
be crawled and indexed efficiently.
After an initial audit and implementation of technical
changes, ongoing work is carried out to continue to
improve: PageSpeed, usability of site, quality of
pages, crawlability of site, pages being indexed.

Link
acquisition &
management

Offpage SEO
Increasing the authority of a site through building high-quality
backlinks to relevant pages
Off-Page SEO consists of ensuring that your website has a
relevant, high-quality and natural backlink proﬁle. If Google
deems a site’s backlink proﬁle as unnatural then this can have a
detrimental impact on your site’s keyword rankings.
Link building has changed a lot over the years and is a crucial
part of any SEO strategy. A quality of a link is now more
important than ever and that is why SEOs are adopting a range
of link building techniques including content marketing and
digital PR campaigns.

Content
optimisation
& creation

Keyword research & content optimisation
Optimising content and creating new content ensuring that each page has a unique focus
Keyword and content optimisation is the second core area of
SEO is the most bespoke part of an SEO strategy. Keyword
research and keyword analysis is often completed in the early
stages of an SEO strategy as it is crucial you understand what
keywords you want your site to rank for.
Google will penalise sites that have duplicate content on the
site, are over optimised, or have an unnatural internal
linking strategy (to name just a few). Each page on your site
should consider a different part of the conversion funnel and
the content should be created with the user’s intent in mind.

Let’s focus on content
But why?
● Content is an eﬀective way to reach your audience
● Anyone can (technically) create content. You don’t necessarily need a content specialist...
● You need experts on what you want to talk about which you will have in your organisation
● Content can be amended and updated
● There is inspiration everywhere...
● Including from all of your competitors and similar organisations!

What is content?

Private and conﬁdential 35Private and conﬁdential 35
Content on your website
● Content can be anything on your website

● If you have a website you will have content

● Content includes text, images, video, forms

● Your content should consider your audience

● Your content should consider your audience
● Optimised content should be relevant to the
user’s journey

How do I know what content I
need?

Consider the conversion funnel

By creating content and keeping your website updated with relevant, up-to-date content you will get many
rewards, and it can come at a very low cost to your organisation. Content can:
● Rank for targeted keywords
● Drive more organic traﬃc to your site
● Increasing visibility of your brand
● Increase brand awareness of your organisation
● Improve the quality of information around causes and issues that
matter to you
What are the beneﬁts?

Video content
Guide in the resource
hub
Undergraduate
resource hub
Dated blog post
in ‘university life’
hub
Undergraduate
resource hub -
‘applying to
university’

You will likely have core informational pages about your services and organisation on your site. These can
include about us pages, core landing pages, contact pages and core T&Cs/Cookies pages.
● News and blogs
● Knowledge hubs
● Help and resources
What can you create?

How can I do it? (on a low budget)

● A news or blog area of your site can be created and utilised to engage your
audience and to increase brand awareness
● A blog can include, but does not have to be limited to, the following:
○ Company updates
○ Industry updates
○ Thought-leadership pieces
● A blog can be designed and described as a ‘news area’, ‘blog are’, ‘journal’
etc. depending on your style and tone of voice
1. News and blogs
Overview & key points

https://www.mind.org.uk/news-campaigns/news/

https://www.fastweb.com/student-life/articles

https://www.queensparkacademy.co.uk/our-school-1/2017-news#

Keyword Search
volume
Position URL
Kelham bridge
closure
70 2 https://www.nottinghamshire.gov.uk/newsroom/news/repairs-to-
kelham-bridge-set-to-start-this-weekend
How to
dispose of a
Christmas tree
150 1 www.greenpeace.org.uk/5-eco-friendly-ways-dispose-christmas
-tree-20170104/
51
News/blog: High rankings
Rank for longer tail keywords to provide valuable information to users

Top tips for news and blog posts
● KEEP UP TO DATE WITH INDUSTRY TRENDS
● LOOK AT WHAT YOUR COMPETITORS ARE TALKING ABOUT ON THEIR OWN BLOGS
● LOOK AT SOCIAL MEDIA CHANNELS AND IDENTIFY TOPICS
● CONDUCT A SITE SEARCH TO IDENTIFY TOPICS YOU AND YOUR COMPETITORS

Get ideas through “Site: ‘Search’”

● A knowledge hub is an area of content on your site that provides information for
your audience
● Knowledge hubs are a great way to structure and categorise content that would
be relevant to your diﬀerent types of audiences
● Knowledge hubs can be one the main driver of traﬃc to your site
● They can, provide valuable information to anyone. You can take steps away from
your brand and and it can be information that isn’t completed relevant, but is
related, to what you care about as an organisation
2. Knowledge hubs
Overview & key points

Knowledge hub: Key drivers of trafﬁc
Prospects.ac.uk have a large careers advice hub that ranks for a range of keywords: www.prospects.ac.uk/careers-advice/

Top tips for creating a knowledge hub
● KEEP UP TO DATE WITH NEWS, IF THERE ARE TOPICS THAT KEEP CROPPING UP THEN THESE MAY BE
VALUABLE FOR YOUR ORGANISATION TO CREATE FURTHER CONTENT AROUND
● USE GOOGLE TRENDS (https://trends.google.com/trends/) TO IDENTIFY TOPICS AND TRENDS
● THINK ABOUT YOUR SITE MARKETING STRATEGY AS A WHOLE - ARE THERE TOPICS, ISSUES, AREAS
THAT YOU KEEP DISCUSSING. IT MAY BE TIME FOR A HUB!
● START IDEATING FROM QUESTIONS TO HELP CREATE CONTENT THAT WILL TAP INTO USER’S SEARCH
QUERIES

● For charities, help and resources can be crucial to providing valid and useful information
to your audience
● In a diﬀerent way to knowledge hubs, user’s may navigate directly to your charity to look
for useful resources
● These resources can tap into your research and data
● Speaking to your customer service or business relationships team can help with
understanding what would be useful to your audience without conducting extra research
and analysis
Help and resources
Key points

Help and resources: charities
61Private and conﬁdential 61
Ageuk.org.uk have a
section on their site that
is aimed at information
and help, but also
provides advice that is a
few steps away from
what they oﬀer as a
charity.

This is a great way to
provide valuable
information to users, that
would immediately
navigate to your website,
as well as targeting a
range of keywords that
will allow you to rank and
drive new users.

Adding ‘useful
documents’ or ‘useful
links’ can be a great
place to start as you can
then start understanding
what your user’s are
engaging with and create
further content from this.

Top tips for utilising help & resources
● FAQS ARE A GREAT ASSET TO ANY WEBSITE AND CAN BE FOUND FROM: CUSTOMER SERVICE TEAM,
BUSINESS TEAM, SOCIAL MEDIA PROFILES
● WHEN INTERNAL RESOURCES ARE SHARED AND UTILISED, ALWAYS QUESTION WHETHER THESE CAN
BE ADDED TO YOUR WEBSITE OR WOULD BE INTERESTING FOR POTENTIAL USERS
● THINK ABOUT THE DIFFERENT FORMS OF CONTENT BEFORE CREATING THEM: VIDEOS,
INFOGRAPHICS, IMAGES, LONG FORM CONTENT
● ALWAYS CONSIDER WHERE YOUR HELP AND RESOURCES CAN BE BEST PLACED - INCLUDING THEM
IN YOUR MAIN NAVIGATION & INTERNALLY LINKING ON RELEVANT PAGES IS ADVISED

Key takeaways for
your organisation

● Speaking to key stakeholders and numerous teams across your organisation is always
encouraged to understand what your organisation should be talking about
● Monitor what your competitors are talking about by setting up Google alerts
(https://www.techrepublic.com/article/how-to-track-topics-with-google-alerts-and-inbox-by-gmail/)
● Once you’ve decided on some topics, use keyword research tools to identify where the
search volume is to reﬁne your topics further (https://ahrefs.com/blog/free-keyword-research-tools/)
● Keeping up to date with the news is crucial, news that is not only industry speciﬁc but
general news too
1. Find topics

● To maximise resource, and if you only have service content on your site currently, focus
on creating a blogging strategy. Think of 2 unique blog titles a month and start writing
these titles
● Always create a structure for your blogs/guides/pages before getting lost in research. A
core keyword and then deciding on a title and headers throughout the page is
recommended (https://www.impression.co.uk/blog/11704/beginners-guide-writing-content-website/)
● Check the SERPs for your chosen keywords and topics and look at the kind of content
that is ranking: a guide? Blog post? News publication?
● Think about content that you ﬁnd useful and where it is best placed on your website
2. Create the content

● Communicate within your organisation! Don’t create content without telling the people at
the heart of your organisation about it
● Communicate with your current networks. LinkedIn, Facebook, Twitter, Newsletters,
Word Of Mouth are all valuable
● Check traﬃc levels in Google Analytics and look at how your content is performing. If a
particular post is performing well then take advantage of that and promote it further
● Look at what works and what doesn’t and make decisions for new content by checking
back with search volumes too
3. Maximise the content

● The basics of SEO: technical, links and content
● An overview of what content optimisation is and how it can improve your brand
awareness
● Some examples of some Not-For-Proﬁt organisations that are leading the way with
targeted content, and providing valuable information to users
● The importance of unique, relevant content and how you can tap into your audience’s
interests
● An understanding of how you can use your team and resources internally to add content
to your site
What you’ve learnt

Paid Social Media Advertising
For not-for-proﬁt organisations
71

ABOUT ME
- Joined Impression in 2018
- Experience working abroad in online content
marketing for the travel sector
- Specialising in paid social media
- Manages Impression’s agency relationship with
Facebook
Charlie Byrne
PPC Analyst
72

hello@impression.co.uk
What is Paid Social?

Who is doing Paid Social already?
- How is it going?
- What’s your current budget?
- How much time are you spending on it?
- Any particular challenges?
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Social media ad platforms
75

Facebook Ads
● Newsfeed
● Right column
● Messenger
● Marketplace
76

Instagram Ad(s)
● Instagram Feed
● Instagram Stories
● Coming soon: IG direct
message?
77

Twitter Ads
● Promoted tweets
● Promoted accounts
● Promoted trends
78

LinkedIn Ads
● Sponsored content
● Sponsored in-mail
● Lead generation ads
79

Pinterest Ads
● Promoted pins
(image/video)
● Promoted carousels
● Promoted app pins
80

Social Media Marketing Funnel
Prospect relevant users with emotive
and personalised (video) contentAwareness
Re-target engaged users (people who have viewed
your Facebook/Instagram or visited your website) e.g
advertise a one time donation or newsletter sign up
Interest
Achieve the end goal, e.g donation, giving blood
Action
Re-market to a custom audience of one-time donors asking
them to sign up for regular monthly donations
Loyalty
81

Find your audience

Targeting criteria
Location
Parental Status
Relationship Status
Employer
Job Title
Gender
Age
IncomeHousehold Composition
Payment Method
Education
Life Events
Ethnic Afﬁnity
Premium Buyers Car Owner
Renting/Mortgaged
Expats
Charity Donations
Speciﬁc Interests
83

Split test audiences
Location
Parental Status
Relationship Status
Employer
Job Title
Gender
Age
IncomeHousehold Composition
Payment Method
Education
Life Events
Ethnic Afﬁnity
Premium Buyers Car Owner
Renting/Mortgaged
Expats
Charity Donations
Speciﬁc Interests
84

Prospecting relevant users
Audience Potential reach
Charity & Causes 32,000,000
Parents 4,800,000
Animal lovers 250,000
Baking enthusiasts 11,000,000
Running enthusiasts 9,400,000
85

Prospecting those nearby
- Location targeting
- By town/city/region/country
- Pin-drop location targeting
- Event response ads
- Show these to people nearby
- People who live in this location
vs people recently in this
location
86

Choosing strategic ad creatives

First Touchpoint: Emotive video content
88

Other useful ad formats
- Carousel ad format
- Showcase multiple events
- Tell a story
- Lead generation ads
- Collect preliminary information
e.g blood type
- Questions are fully
customisable
- Optimise for mobile - ﬁelds can
pre-populate & reduce drop
oﬀs
89

Emotive & Personalised Creatives
- Personalise creatives
- Appropriate creatives for the
corresponding age
group/gender/demographic
- Target parents with images of
children to invoke empathy
90

Retarget engaged users

Re-target Engaged Users
- Create a custom audience
- People who have visited your website
- People who have interacted with your
ad (clicked, watched 10 seconds or
more of a video)
- People who have visited your social
pages (Facebook, Instagram, Twitter)
- Advertise a one-time donation/commitment
92

Gain loyal supporters & donors

Re-marketing to loyal donors
- Automatic placements: integration across
Facebook/Instagram placements
- Facebook/IG feeds
- Facebook/IG stories
- Facebook Messenger
- Facebook Audience Network
- Facebook Marketplace
- Re-engage lapsed donors:
- Exclude those who have visited your
website/social pages in last 90 days
- But who have also donated in the past
- Gain regular donors and supporters with a high lifetime
value
94

The Future of Paid Social
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- Fastest growing areas: Instagram Stories & Facebook
Marketplace
- Interactivity in Instagram Stories: donation sticker
(currently US only), polling stickers, questions,
countdown
- Facebook Messenger: appointment booking
functionality (use to book in a blood donation slot?)
- Whatsapp advertising is coming soon: functionality to
send payments (donations?) through Whatsapp

Key Takeaways
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➔ Utilise the wealth of audience targeting options
available to you
➔ Think carefully about which platform you are using and
what you are promoting
➔ Ensure your creative is personalised for your audience
➔ Use diﬀerent creatives dependent on what stage of the
conversion journey is user is at
➔ Retarget users who have shown interest/completed a
conversion action in the past

Purpose-driven PR
How not-for-proﬁts are leading the way
97

ABOUT ME
- Six years agency experience
- Joined Impression 2017
- Worked in PR, content and communications roles
nationally and internationally in B2B and B2C
industries
- Contributor to industry publications such as PR Week,
Real Business and The Drum.
- Digital PR campaign nominated in European Search
Awards 2019
Jess Hawkes
Digital PR Specialist

● Worked as Content, Communications and PR
Manager for India’s largest crowdfunding platform.
● Partnered with JustGiving in the UK.
● Worked on projects in association with UN Women,
Global Giving,
● Partnered with NGOs, local organisations and
charities across India.
● PR work for ImpactGuru brand as well as for individual
NGO and personal stories
● Worked speciﬁcally on gender inequality, health and
education.
Non-proﬁt experience

At Impression, focus working on clients
with strong charitable ethos
Environmentalism and sustainability
Work directly with and in afﬁliation
with a wide variety of organisations
driven by value
Goes beyond simply proﬁt driven
enterprises: the values sit at the heart
of these businesses
Today?

Agenda
In this talk, I’m going to go over the following:
➔ What do I mean by PR?
➔ Low budget campaigns
➔ Non-proﬁts that are leading the way
➔ Low budget campaigns for not for proﬁts
➔ What can you do?
➔ Identifying your purpose in your campaigns

What do I mean by PR?

What is PR?
According to Wikipedia:
“Public relations is the practice of deliberately managing the spread of
information between an individual or an organisation and the public.
Public relations may include an organisation or individual gaining
exposure to their audiences using topics of public interest and news
items that do not require direct payment”
103

The origins of PR
● Edward Bernays
● Freud’s nephew: interested in psychology and
advertising
● Worked on advertising with Lucky Strike
● Suffragette movement
● “Torches of Freedom”
● PR stunt: Hacking the media to get your brand
message across
104

Why was this perfect PR?
● Controversial enough to draw press attention
● Doesn’t come across as self promotional as it utilises
current affairs as the newshook
● Highlights a strong stance from the brand: directly taps
into their values
● Subsequently expanded their market by 100% - opened
up to a entirely new demographic
● Piggybacked on event already taking place: didn’t cost a
lot of money
105

Formula of a perfect PR stunt
1. VALUES: Taps into values of your brand
2. BUZZ: Button of buzz: controversy
3. CURRENT: Tap into newsworthy and current topic
4. SALES: Raises consumer belief in your brand: increases sales of product
106
Even if we’re not doing a huge ofﬂine stunt, every PR campaign should replicate
the principles of the large stunt and include these four elements.

PR buttons of buzz
107
1. The taboo
2. The unusual
3. The outrageous
4. The hilarious
5. The remarkable
6. The secrets (both kept and revealed)

Not all about money

Low budget campaigns
ASOS
A girl who was mocked on Tinder for her dress
models for ASOS
ASOS took the image, added it to their site
Virtually no budget or resource invested
Used social media to communicate and
connect with audience
109

Leveraging current affairs
Darren Stanton is a psychologist
Added authority: gave himself a name "the
human lie detector"
Did a lot of work around the general election
to analyse the body language of party
leaders during their televised debate
Consistently leverages current affairs:
comments on body language of trending
stories
110

Engaging where your audience is
KFC is excellent example of a brand doing PR
well.
Rather than one huge stunt, they complete many
smaller stunts which are very intelligent
Don’t hammer their news, trickle it out in formats
and on platforms where they know their
audience is active
11 Herbs & Spices: they follow 11 people on
Twitter: ﬁve former spice girls and six men named
Herb
111

Low budget: crisis PR
● KFC ran out of chicken
● This gained national press everywhere
● For many companies, a huge PR disaster could
have meant huge losses in brand conﬁdence
● They retained their brand voice: honest and cheeky
● Responded with just one image, posted in the
Metro and Sun
● Only in print: piggybacked on virality of the story
● Small budget, huge effect
112

Non-proﬁts leading the way

UNICEF
● Partnership with Dove for self esteem and
body conﬁdence education
● Variety of ambassadors globally
● Soccer Aid
● Likes Don’t Save Lives campaign
● They have a clear message which is
consistent across all platforms and
campaigns
● Leverages partnerships and popular media
114

Rainforest Trust
● Highly captivating visual imagery
● Consistent ﬂow of case studies
● Highlighting species extinct
● Auctions off species naming rights
● World Turtle Day
● Uses positive storytelling: focuses on the
optimistic narrative
115

Non-proﬁts campaigns on low budgets

RSPCA
Animals that look like Game of Thrones
characters
● In a drive to ﬁnd homes for pets in its care,
the RSPCA launched a campaign pairing its
animals with characters from Game of
Thrones.
● Capitalising on the popularity of the hit
show
● Created publicity and improved the animals
chances of being adopted
117

Breast Cancer awareness
● Facebook-based campaign where girls were
invited to post the colour of their bra as a
Facebook status
● Second year: ‘I like it on…’ plus the location
where girls keep their handbags.
● Secret: male friends who were kept in the dark
about what these
● The obvious sexual connotations helped to
catch the attention of a vast audience and
gained press internationally
● An innovative campaign that reaches a wide
audience with little to no budget
118

Movember
Founded in 2003 to fundraise for men’s health
through sponsored moustache growing
Movember has built a community based on
shared humour as men forget their vanity every
November
Fundraising currently stands at £63.9m
The brand voice is clear: its witty, irreverent and
supports male camaraderie
119

Save the Children
120
Save the Children has been raising money
through their ugly Christmas jumper event
each year
Last year partnered with Madame Tussauds
to dress The Royal Family, Corgi’s and all, in
ugly Christmas jumpers.
This PR stunt saw some extremely positive
coverage, featured across
Takeaway: doesn’t always need to be a new
concept, can expand on existing ideas

What can you do?

What can you do?
As you can see, there loads you can do to tap into PR without spending
loads.
Thankfully the press doesn’t care about budget - they care about
strong narratives
As long as you have a strong story, you can do effective PR that
champions your values and engages with your audience.
But how can you get a strong story?
122

How can I get a strong story?
Data led stories
There are hundreds of sources of data available for free. Take a look at:
● FOI requests
● Google trends and search data
● Social media
● ONS
● Use your own data
● Government and publically available data sources
For example, a conservation charity may be able to acquire data from local authorities on the amount of
green spaces in the area. They could correlate this with their own data/facts and knowledge they have on
wildlife deterioration, making predictions in 20 years of what the local natural environment will look like.
With this, they could then create a timeline or map based piece to pitch to the press.
123

Visualisation of data
To make data newsworthy, you need new data or data
presented in a new way.
Presenting the data:
● Entirely novel format
● Comparisons
● Interesting visualisation
● Easier for audience to relate
● Tapping into emotional appeal
The majority of tabloid press now want very strong visuals
or video content in their stories, otherwise they won’t
feature it.
124

Expert authority
You are already experts in your area.
The level of authority you have in that topic is already
newsworthy.
● Thought leadership
● Can provide commentary on your core topic or those
related to your values
● Finding niche in verticals related to your expertise
● Can provide opinions on existing articles

Tap into current affairs
There’s hundreds of opportunities to be in the press
everyday.
● Journalists are crying out for comments, products, stats
and facts
● You can work your discipline & values into current affairs
● Provide a different take on a trending topic
● Keep an eye on upcoming national days, changes in
legislation or industry updates
● Comment opportunities: look at #journorequest and
HARO

Creating targeted content
Your audience is active online
You can monitor and connect with them for free, what a
time to be alive in marketing!
Before you go ahead with a campaign, look what your
audience is interested in/talking about
Use resources online to ﬁnd content and topics that are
relevant:
➔ press
➔ forums
➔ social media
➔ communities online such as reddit
127

Sometimes when creating content that is newsworthy it can be easy to step a little too far away from your
values in order to create something controversial or funny.
It’s alright to create tertiary campaigns, and this circles of focus approach is how we create content that
ensures it still taps into the brand and values.
When we’re looking at purpose driven PR, the value should be at the heart of your campaign.
In order to ensure your campaigns tap into your values you need to look:
➔ The message you are trying to get across
➔ Your core values
➔ Whether the campaign portrays these
➔ Whether it speaks to the right audience
Identifying purpose

Positioning value in your campaigns
Animal adoption
Animal welfare
Wildlife
Animal care
Conservation
Pets
Veganism
Cruelty free
Organic
Eco-conscious
Environmentalism
Sustainability
Humanitarianism
Social justice
Politics

Sustainable construction business,
EnviroBuild donates 10% of profits to
Rainforest Trust UK
Determined to define value in other ways
than just profit
Named a newly discovered blind species of
amphibian after Donald Trump
PR stunt that taps into their values and has
newsworthy appeal
PR campaigns

Key takeaways
➔ You don’t need loads of money to get top tier press coverage
➔ Use data available
➔ Visualise your data in a compelling way
➔ Use your expertise
➔ Leverage current affairs
➔ Find topics and content that your audience is already engaging with
➔ Keep the values at the heart of your campaign

Marketing for Not For Profits

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