Adopting an integrated approach to attract long-term donors

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If you don't already have a long-term charity marketing strategy, now is the time to start

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It’s been a turbulent few months for the charity sector, but the good news is that the outlook for the coming year is positive – if organisations market themselves effectively.

While the total amount donated has grown year-on-year, the number of people donating has slightly decreased in 2017. This means that, although a desire to give back is still prevalent amongst the UK public, charities are depending more and more on long-term and high-value donors. As a result, devising a marketing strategy that targets the right audiences with clear messaging and strong images is more important than ever.

How can you attract long-term donors?

Most people who give to charity do so on the spur of the moment, inspired by a particular campaign or worthy cause. Long-term donors, however, are dedicated, enthusiastic advocates of a cause and want to see the real impact a charity is having as well as fully understand where their money is going.

To attract these kinds of donors, it is imperative that you not only make them aware of your charity’s main objectives, but that you also educate them on the concrete steps you are taking to achieve these goals. In fact, in a recent survey conducted by YouGov, a third of respondents said they would be more likely to donate if they knew that their cash wasn’t being misspent.

Retaining the trust of your donors must be a priority, so transparency is key. Of course, trust isn’t built in a day. It requires a robust strategy supported by a fully integrated marketing campaign.

What is integrated marketing?

An integrated marketing strategy combines multiple channels and platforms, using all their individual strengths to deliver highly targeted campaigns that raise brand awareness, inspire generosity, secure donations, attract new support and give people the motivation to get involved.

How can long-term integrated marketing help your charity?

To stay competitive, charities must engage prospective customers in conversation, pique their interest, make them curious and connect with them in the right places at the right times. This applies at every stage of the donor journey, from initial research through to education and on to fundraising advocacy.

For example, by using highly visual, impactful and emotive channels in the early awareness stage – such as TV, out-of-home and radio – you can begin to establish a strong personal connection. By using social media, press and digital channels, you can then transform this connection into interest, often turning a one-off donation into a regular supporter.

So, by taking an always-on brand-building approach, you can ensure that whenever an individual is feeling generous and wants to give back, your charity immediately springs to mind.

If you don’t already have a long-term charity marketing strategy, now is the time to start.

Accord is an award-winning marketing agency that specialises in the charity and not-for-profit sector. Using our integrated portfolio of services, we can provide as much or as little support as you need. From individual giving strategies to a one-off campaign, social media to event initiatives, we help you achieve great results. For more information, get in touch today.

Sources: CAF – UK Giving 2018, YouGov – Charitable Giving 2017

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