Introduction to Charity Marketing

Charity Marketing: Are we nothing without our stories?

Storytelling is an age old concept. A great story can stay with us for a life time. Having this human to human connection through our stories is a powerful foundation for charity marketing. If people are at the heart of everything we do, their stories must be at the forefront of our communications.

In our digital age, people are becoming more and more time poor. This means you need to succinctly communicate your purpose, what makes you unique and demonstrate how that’s relevant to what’s happening in the outside world. This holds true for all sectors, but perhaps especially so for charities.

Here are our essential tips to guide you to marketing success.

  • Set your marketing objectives
    With limited resources you need to ensure you are focused.
  • Understand who you are trying to reach
    If you know your audience, then you are less likely to waste resources spending too much time reaching the wrong people.
  • Get the method and channel right
    Social media, traditional media, email, conferences and events. You need to work out what’s the right method or channel for reaching your audience.
  • Plan ahead
    Look ahead and plan for the key milestones that you will need to hit and that are relevant for your organisations.
  • Have your case studies to hand
    The format, style and length may vary but be prepared and have these ready to use.


For further reading, here is a presentation of ‘Communications and Marketing Essentials’ which our Communications team deliver: Communications and Marketing Essentials.

Other resources

Charity Comms is an excellent resource for the voluntary sector, rich with downloadable templates and articles covering all charity communications subject matters.

Media Trust also has a wide range of resources and templates.

Graeme Downie has a wealth of experience in Public Affairs, PR and Marketing across a range of sectors.  Graeme headed up communications for a for a UK-wide Non Departmental Public Body and is currently Director at Scottish Communications Agency, Orbit.  Graeme has offered pro bono support to charities through Inspiring Scotland’s Specialist Volunteer Network.

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