Charity comms used to be pretty simple.
Please give us X so that we can do Y, and Y is a good thing.
But the age of digital marketing and diverse social messaging means that the old methods just won't cut through, so as I transition from a successful advertising, content and PR career to working for charities, I thought I would focus on some lessons I have taken from the commercial comms world that could help organisations to cut through the clutter.
1/ BUILD A LONG TERM RELATIONSHIP
What emotional and practical benefits can you offer your consumer that goes beyond transaction? How can a charity's core purpose extend into consistent engagement with the people who donate to it. Loyalty cards are a classic example of this or brand extensions that add value to the relationship such as helplines or crafted expert advice.
2/ PERSONALISE AND ENGAGE
Learn about, understand and respond to your consumers. Coke's commercial upswing after introducing personalised cans revolutionised the bespoke personalisation of fmcg products; imagine if every communication from a charity to a donor felt as personal, such as the use of larger fonts for older consumers or a personal message from a charity ambassador. This is of course complex, but the potential engagement is spectacular. Deep connections create financial benefits.
3/ THINK BRAND
Understand and appreciate the importance of consistency of voice and brand messaging. There's a reason why big brands create huge branding guidelines and brandbooks. They understand that talking to consumers with one voice ensures everyone understands their point of view and what they are trying to achieve.
Some comms are created by individuals in an organisation who choose an appropriate specific approach for different messages. This can work for a single communication, but it does not always fit into the wider needs of that organisation. This can lead to confusion and lack of clarity. Creating this consistency isn't hard, but it requires commitment and agreement about what you need to say and how to say it.
4/ THINK DESIGN
Good design matters. Everybody loves things to look good, at a price point that makes them happy. Look at the global success of Ikea. Websites are often put together cheaply and at speed and it's hard to justify costs when you are all about the content, but design is not just about fancy fonts and expensive photography, it's about clarity, ease of use and smart engagement. Do it well and connections will respond.
5/ BE FLEXIBLE
Understand your goal but be prepared to take a different path. We are all guilty of looking at what has worked in the past and then essentially repeating it far beyond its useful lifespan. But a clear understanding of what final outcome is required can sometimes mean taking a new or unusual route to get there. To use a football analogy; winning a game is the goal, but you might do it by playing expansively and scoring lots of goals or by playing defensively and conceding none. Both can work and both are sometimes appropriate. Having that flexibility in your arsenal when you approach comms challenges means that you can be innovative and thus surprise and delight your audience.
If your organisation would like to discuss how I could help with any communication challenge, I'd love to chat to you. Please learn more about me at simonamster.com
