Is It Possible to Run A Successful Charity Without the Help of the Internet In 2017?

Is It Possible to Run A Successful Charity Without the Help of the Internet In 2017?

What is it that persuades you to become involved with a charity? For most people, it’s not the thought of a charity representative approaching them on the street. Not only might you not want to talk to them (for any reason at all, you’re having a bad day, you’re running late, you’ve only just got the grizzly toddler in your pushchair to sleep, the list really is endless), but the real issue here is that the pressure to sign up to something on the spot can be extremely off-putting. It’s certainly something that can leave a sour taste in the mouths of otherwise would-be supporters.

In 2017, the Internet offers a real alternative for charities keen to reach people, and packs just as much humanising potential as a smiling face on the street, but engages audiences in a distinctly different way:

The pressure is off – Online campaigns have huge potential for charities and supporters. For the former, you’re able to carefully target the type of audience you’d like to reach and tailor your approach directly to them – immediately aligning their values and priorities with yours, and cutting out any awkward approaches on the high street. For individuals, the Internet gives you space to research thoroughly the organisations you might like to give your time and money to.

Social media creates space for great conversations – The explosion of social media on the Internet is a real advantage for charitable organisations. Rather than approaching passers-by with a standard opening line, or worse, an ‘ice breaking’ slightly backhanded compliment, charities have the option to put out great content that sparks the right kind of conversations with potential supporters. The results can be fast, and you’re able to tap in to groups of individuals who can’t be reached through more traditional marketing – social media platforms such as Instagram have been a particular success for some organisations. Allowing unparalleled access to the 18-34 demographic, if you’re keen to stand out from the crowd and take a creative approach, audiences can be there for the taking.

When Molly Gunn started the Selfish Mother movement for female solidarity, her blogzine aimed to spread positive vibes in the parenting community. After seeing huge support and building a community, Molly launched her #GoodTees charity slogan t-shirt range. Supporting Women for Women UK, Kids Charity, Help Refugees, The Refugee Council, Starlight UK, Yazda, and Mothers 2 Mothers, #GoodTees raised awareness for charities that resonated with younger supporters. Big players were keen to get on board and help with selling and distribution, and with the aid of John Lewis and ‘TheFMLYstore’, over £209,000 was raised for charities.

Branding can hit the mark for you – Online, branding plays an important role too. Branding for charities and not-for-profits is often seen as a controversial investment because supporters complain that the money is being spent on marketing rather than directly to the cause. However, supporters are in fact more likely to give to charities that stand out from the crowd. In 2006, MacMillan rebranded and increased supporter numbers by 27%, raising £5 million. The same was true for Parkinsons UK, who saw an increase of 15% to their income after they rebranded in 2010.

Having a solid brand and a stable content marketing plan will help you establish a strong reputation within your niche, and develop excellent ongoing supporter relationships.

In a time where fake news is blurred with real news, credibility and reputation have never been more important online. Earlier this year, an investigation by The Times revealed that taxpayers and charity donations could be fuelling the surge in false or outrageous websites as charities unwittingly pay for adverts on them. Government-funded programmes such as the International Citizen Service, and charities such as Save the Children, were affected by their ads being shown next to incorrect or scandalous articles. With fake news going nowhere soon, 2017 could be the year for more thoughtful marketing, with carefully refined messages going out in a very selective way for maximum impact. For charities and not-for-profits, having a solid, long-term content marketing strategy that establishes rapport with audiences, builds trust and develops a clear, strong presence within your niche could be the antithesis to fake news.

It’s all about education and sharing the right messages with your supporters, stakeholders and potential beneficiaries. All audiences all need to be clear on what your organisation does to maximise support and impact. To revisit the earlier MacMillan case study, when the charity rebranded in 2006, at the heart of their new re-launch was a change in visuals and language use. Through words, tone, and their revamped online presence, they were able to communicate who they were and what they did much more effectively, generating that 27% increase in support.

What do you think about the branding and communication strategies currently used by charities? Could they be successful without the help of the Internet? We would love to hear your opinion!