I’ve worked with a number of charities, both as part of an in-house team and at equimedia, doing everything from managing social media, to building a strategy to meet charity performance marketing objectives.
During that time, I’ve come to appreciate the digital challenges and opportunities for not-for-profit organisations – here are my top 3!
Compliance, compliance, compliance
This really goes without saying, but it’s crucial that any agency working with any highly regulated organisation like a charity or a financial services client needs to be proactive, flexible and adaptable to be able to accommodate compliance requirements and the multiple stakeholders involved in the planning and implementation of digital activity. If you are able to respond quickly to changing business needs, adapt processes to suit each charity’s needs and work closely with clients, it’s possible to ensure deadlines and targets are met despite the additional compliance requirements.
(Cob)websites
It's safe to say navigating charity websites can be confusing and long-winded. A purpose-led organisation with multiple stakeholders and a myriad of content that needs to be featured on their site can find it challenging to ensure content is well-organised and easy to find. This can mean sites lack focus, find it difficult to rank for key terms, and struggle to recruit supporters or volunteers alongside providing the information the charity’s users need. Therefore it’s crucial that website architecture and content is well planned to improve a charity website’s ability to convert for key conversion activities.
Cost efficient digital media campaigns
Undoubtedly one of the most important considerations when working with the charity sector is ensuring that data-driven decisions mould campaign strategy and tactics. Efficiency and ROI are crucial for not-for-profit organisations. Therefore, campaign reporting needs to be set up accurately and the channels used to drive awareness and conversion need to be chosen carefully, as do targeting techniques and tests for optimisation. Get it right, and you can call upon a wide range of data sources which help make effective media decisions that home in on key channels, audiences and messages and maximise the return for every £1 spent.
Charities and not-for-profits are in the enviable position of being able to deliver to consumers’ need to engage with brands that have positive purpose. It can be difficult to work out how best to communicate your work in a way that drives awareness and delivers support, but experienced agencies like equimedia can make all the difference.
If you are facing some of these challenges why not get in touch for a chat?
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| Author | Jess Austin |
| Channel | Website |