How charities can raise awareness for less
If you run a charity, you will know just how important it is to be able to raise awareness of your cause without spending money that could otherwise be used to aid those you want to help.
Research from the Charities Aid Foundation shows it costs non-profit organisations 12p to raise £1 in donations, a rise of 2p compared with 2008.
Luckily, there are a number of low-cost ways in which you can get information about what you do to consumers who might want to make a donation.
Branded products
Items stamped with your charity’s logo are great to use as giveaways – perhaps in exchange for a donation – or to resell to raise much-needed funds.
The cheapest products include badges, stickers, personalised pens and keyrings. Ensure the goods you choose match your charity’s branding as much as possible to keep awareness of your organisation high; as well as placing your logo on them, go for a matching colour scheme.
You can also deploy printed products at fundraising events. Decorate the venue with branded balloons and give participants customised wristbands, stickers or other items to take home. They will then be reminded of your charity every time they see these things afterwards and might be prompted to make further donations or take part in more events.
If you have volunteers working for your charity, why not use personalised products to reward them for their time? They may be happy with not getting paid, but awarding them with even the smallest of gifts can put a smile on their face and motivate them to keep generously donating their time to your cause.
BPMA research shows the average cost per impression of branded goods is £0.003, lower than traditional marketing channels like TV and newspapers – so the initial investment should pay off over time.
Social media
With figures from Ofcom suggesting eight in ten UK consumers have used a social networking site, it’s not hard to see why social media is the hottest marketing channel at the moment.
While there is a certain amount of investment in terms of the time spent setting up accounts on sites like Facebook and Twitter and creating and replying to posts, the fact that these portals have a ready-made community containing people likely to be interested in your cause means this can be a cost-effective way of raising awareness.
The great thing about social networks is their suitability for viral marketing. Create the perfect tweet or post a compelling image, and you might well find your followers pass your message on to their friends, who continue to send it round – thus widening your reach and potentially encouraging donations.
Getting involved with social media is also a good way to promote your website. Experian Hitwise research shows obtaining one fan on Facebook can generate 20 extra visits to your site over a 12-month period.
Direct mail
Sending letters might seem a tad old-fashioned in the digital age, but the fact is people who have already donated to your charity are likely to welcome further relevant communications from you.
Ensuring existing donors stay onboard is crucial when it comes to keeping awareness of your cause at a high level, especially during the current economic climate. While there is, of course, a cost associated with printing and sending mail, exercising some savvy when dealing with suppliers and choosing carriers can help minimise your initial outlay.
A study by The REaD Group indicates almost one-third of adults most like to receive direct mail from charities, with email and advertising communications trailing behind. So the message is: don’t overlook traditional channels when promoting your cause. Just one sizeable donation directly resulting from a letter explaining what your charity does can make it worthwhile.
Do you have any other ideas that charities can consider when trying to raise awareness?
