The role of marketing in charities

Large and small charities are competing for the same market and the most innovative and proactive are emerging as the winners. As a result, survival is dependent upon clever and impactful marketing, coupled with impeccable financial decision making.

Marketing plays a crucial role in establishing relationships between supporters / beneficiaries and a charity offering in the market place. Marketing gives the assurance and confidence in its brand and provides salience and relevance to the cause. This makes the marketing function critical in every charity. Marketing also shapes the image of the charity brand, how people associate with the products or services, and constantly researches and monitors the effectiveness of all outputs and communications.

With an increasing need for income generation, Marketing teams play a key role in identifying, developing and executing new revenue streams through understanding consumer demand, and applying product development and product extension capabilities. This includes identifying and establishing corporate partnerships, which develop strategic long-term value.

Ensuring a charity brand is “front of mind” for the supporter is the skill that a marketer brings. This protects overall market-share too. Marketing is at the centre of creating loyalty and retention, and as a result, the marketing team carries out the more traditional promotions, campaigns and public relations activity, as well helping on long-tail public affairs. 

Communications in general is set to become more personal in the future –supporters and wider stakeholders will expect it. The importance of brands will keep growing, and the messaging behind them will become even more pertinent.

With the marketing team at the hub, charities can be assured that they are keeping their eye on the horizon, whilst adapting to the changing landscape directly ahead.