Marketing for charity

Pascal Selles

In the Netherlands we rely for the most part on the support of donors and companies. 

Of course we don’t have the resources to supply huge marketing budgets. It’s essential to be creative with the few financial resources we can spend on marketing activities. In this article you’ll find a few pointers:

1. Solid projects

In order to gain new sponsors it’s important to present solid projects. People like to know where their money is being used for. Especially when it comes to projects like sponsoring a child from a third world country. Several children are introduced to the donors, who can then choose which child they want to support. 

2. Solid financial amounts

Donors are often unaware of what money can buy within a foundation. That’s why it’s important to make sure people know what a difference several amounts of money can make. Make sure people know what can be done with the money they donate, give examples. 

3. Launch a popular brand

Charity organizations often launch a hip, popular brand to provide merchandise or create brand value to their foundation. Fifty-fifty is a successful charity brand launched by charity organization The Salvation Army. By putting a brand like this successfully on the market, it can give extra value to the organization and creates a positive relation with (future) donors. 

4. Ambassadors

(Dutch) celebrities can be very influential, especially for (future) donors. A lot of people look up to (local) celebrities as a role model. They will follow their lead once they see the celebrities are involved with the foundation.

5. Weblogs

Weblogs are a relatively cheap tool to create a bonding position with (future) sponsors. Weblogs are interactive and there is usually a lot of room for discussion. It can give members the feeling that they matter. And often intensive contact with members can lead to interesting ideas.

6. Creative web shops

Charity organizations usually don’t have anything to sell. But web shops can be used for customers to buy a gift by giving back to charity. Also it is important that the products are solid and it should be clear what people can buy. For example, customers can purchase a meal or a scholarship for a child in a third world country. 

7. 80% – 20% rule

80 percent of the income is provided by 20 percent of the donors. That’s why it’s very important to actively respond to this group. Approach them, for example, around Christmas time and ask them to donate extra. This group is usually already involved with the foundation and that is why they tend to be more willing to give and also give more than others. 

8. Collaborating with famous brands

Corporate social responsibility is a hot issue these days with a lot of famous brands. They want to make a difference in the world. Charity organizations should exploit this opportunity of collaborating to their advantage. It’s basically a win-win situation. Because it can result in a lot (free) publicity and successful collaborations.