You are: home > news

The Beginners Guide to Writing a Charity Marketing Strategy

The reason for putting together a great charity marketing strategy is simple. It will enable you to reach more people and generate more profit. Without one, you could end up wasting a lot of money and time. With that in mind, we have put together a little guide to get you started.

Setting up your Charity Marketing Strategy

Strategy is a difficult thing. Though it is not rocket science, you will find yourself having to make choices about what you want to do and what you don’t. This means difficult decisions. However, the alternative option is a vague strategy that is of use to nobody. The starting point of your charity marketing strategy should be what your organisation is trying to achieve. What are the goals for your charity, where do you want to go and how do you plan on getting there?

Focus on the Environment Around you

Your charity marketing strategy should begin with an analysis of the key factors affecting you. Some of this should focus on the bigger picture. Think about the political, social and technological factors affecting charities that are similar to yours. Some should be “micro” factors specific to your charity. These can be things like your competitors and the main challenges your management and financial team are set to face. Frameworks such as PEST and SWOT can come in handy here as they enable you to see where you are and where you need to be.

Set Objectives

This is where you decide what you want your charity marketing strategy to achieve through your marketing. You may have a fundraising target, revenue target or desired improvements to your brand or website. Regardless of what you choose, you must make SMART objectives (specific, measurable, achievable, realistic and timed to when they need to be achieved by). It is important that this is met with absolute clarity. How do you plan to measure whether these goals have been met or not?

For example, being a “leading charity” is too much of a vague goal and will therefore be difficult to keep track of. With digital marketing, you will find it easier to measure your goals, especially if you measure leads from social media.

Key messages

You can begin focusing your strategy a bit more by adding in your key messages at this point. You can also add where you want these messages to go in terms of your target audience groups. It is important that you keep these messages as specific as possible. If you want to make finance directors for your charity an important target, then make this clear. Fighting for attention is difficult in the digital age. Your content should be powerful, punchy and as attention grabbing as possible.

Priority Groups

This is quite difficult as you will need to make decisions regarding who in your target audience you wish to prioritise. If you are unsure, it might be a good idea to run a workshop for your senior management team to review the options. You may find that you can find completely new audience groups through digital communications. However, it is important to be as specific as you can when it comes to who you are targeting.


How do you want people to view your charity? This information should be in your brand guidelines. If it is not, then it is again worth taking a look at your ideas with your senior management. Does digital marketing offer opportunities that will make your brand more approachable? Could getting your leadership team on social media influence perceptions of your charities transparency?


How can you determine the success or failures of your charity marketing strategy? It is time to put some metrics into place here. For example, have you achieved your income targets? How has your charity been rated in stake-holders surveys, or your campaign performance? Having a range of metrics is perfectly fine, as long as they measure what you are trying to achieve. Measuring both on and offline is equally important. It might be a good idea to create a simple dashboard of key metrics.

Talk to Wodehouse Ltd Today

Once you have your charity marketing strategy in place, it’s time to take action. To ensure that you are taking the best steps possible for bringing in an ideal return on investment, talk to Wodehouse Ltd today. We can help with all your marketing needs, from direct to digital and everywhere in between. Contact us for more information.



More Info

New year, new website
LOVE us, and we'll love you back...
It's been Exhibition season...
Wodehouse Launch Exciting New Cable Theft Prevention Product for Anderton Concrete
Do Construction Companies Need Marketing?
How to build an Effective Construction Marketing Plan
What Is So Different About Marketing for Construction Companies?
Wodehouse Marketing Guide to Undertaking a SWOT Analysis For Your Business
Wodehouse – Agency Christmas Round-up!
Why Direct Marketing Is Still An Effective Marketing Tool For Business
Celebrating 15 years of charity partnerships
Wodehouse Marketing Are Proud To Aid Muslim Charity In Helping the Needy Around The World
The Benefits of A Direct Marketing for Construction Companies
4 Steps to a Successful Charity Fundraising Plan This Year
Direct Marketing For Charities – 5 Tips For Success
Wodehouse Direct – Celebrating 15 years’ of Marketing Excellence.
Wodehouse Client Win Prestigious Charity of the Year Award
Branding Guidelines: Putting the Client First
Wodehouse at Prolific North Live
10 tips for your business brochure design
An introduction to Direct Marketing
GDPR for Marketing (Part 1)
Friday tunes
GDPR for Marketing (Part 2)
Exhibition season: Getting ready to showcase your business
Implementing Video into your Marketing Strategy
Marketing to the Muslim Community during Ramadan
8 Steps to a Successful Marketing Campaign
A Basic Guide to Logo Design
Where does Direct Marketing Stand in the Digital Age?
Understanding Marketing Collateral
Worldwide Etiquette of Business Cards
Charity Christmas Marketing: Time is Now
Fall Back in Love with Direct Marketing
5 Direct Mail Trends we have Seen so Far in 2018
Storytelling for Non-Profit Marketing
Offline Marketing Tips to Boost your Online Brand
Why wait for the light to go Green
The 'Wodehouse Wanderer' - Cleeve Common, Nr Cheltenham
The 'Wodehouse Wanderer' - Winchcombe, The Cotswolds
The Renaissance of Print