As charities of all shapes and sizes rely on donations to fund their operations, it important such organisations do everything possible to raise awareness of the causes they are involved in and attract financial contributions.
Although you might feel a temptation to employ the most brazen marketing techniques possible, this is not always an effective move and, in some cases, it could actually put people off from donating cash. Instead, it is often better to promote a brand much more subtly in order to create long-lasting relationships with your supporters.
But how exactly do you do this? One thing that is definitely worth considering is distributing promotional products to new and longstanding supporters. We all like to receive a free gift which means you’ll be taking a vital step in ensuring that your charity will be viewed in a more positive light, even if the recipients do not actually realise it at the time.
What’s more, research by the British Promotional Merchandise Association indicates 87 per cent of people keep hold of a promotional gift for 12 months or longer, so your advertising campaign should resonate for a significant period of time.
To give your charity a long-term marketing boost, it’s a good idea to stick to products that can be used every day. Not only will supporters be more likely to be keen to receive such goods, but they can also provide substantial brand exposure.
Reusable shopping bags are a case in point. Commonly referred to as ‘bags for life’, these bags are much stronger than the standard plastic carrier bag and, as such, can be used on multiple occasions without breaking. Bags for life will certainly prove handy when people go to do their weekly grocery shopping. But if you really want to maximise the marketing potential from reusable shopping bags then you need to ensure that your charity’s logo and contact details are printed on the bags. That way, when recipients walk along the street with your bag in hand they will be showcasing your brand to passersby (even if they don’t realise it at the time).
Alternatively, you might want to look into distributing branded pens. Whether given away in person at events like festivals and conferences or used in a direct mail campaign, pens have universal appeal and could be used by the recipient several times a day.
Pens are found in homes, offices and bags across the country and, as they are often picked up by the user without thinking about what they are doing, offer a good way for an audience to interact with a brand.
By having your logo and slogan printed on promotional pens, users will be subtly reminded of your brand each time they use their pen. Put contact details such as your website address and telephone number on the pens and you’ll ensure that recipients know exactly how to get in touch if they want to make a donation or find out more about your activities.
Last, but not least, why not give out wristbands? These are a great way for your target audience to subtly show that they support your organisation. Make sure that you choose wristbands that are consistent with the colours used in your charity’s other branding efforts and you should find that people will quickly associate them with your organisation.
If you work for a charity, what steps are you taking to promote your brand? Leave a comment below and let us know your thoughts.