Quick Start Guide for communications strategy

The first question, is do people know the problem your organisation solves is actually a problem? Many charities don’t need to put too much effort into awareness, because the need speaks for itself. Perhaps your a homeless charity, an awareness campaign may be about highlighting the scale of homelessness as for most people, homelessness is a visible issue. However, Donkey Sanctuaries typically run hard hitting ads with suffering Donkeys, because for most western audiences they never even knew Donkeys were suffering. Use engaging content and informative storytelling to create awareness about your mission.

💡 Tip: Share compelling stories and impactful visuals to grab people’s attention and draw them into your cause.

After creating awareness, the next step is to inspire potential supporters that you have an effective SOLUTION. Share what makes you different, effective, or relevant to that giver (perhaps you’re local!). Share success stories and demonstrate how their involvement can make a difference. Make them see themselves as part of your solution and connect with your mission on a deeper level.

💡 Tip: Encourage potential supporters to become emotionally invested in your cause by showcasing the impact of their support. Don’t use negative messaging about other charities in your space.

In this stage, you want to make it easy for interested individuals to take action. Offer different avenues for them to get involved, such as volunteering, donating, or participating in events. Consider is it still too early to ask for finance? Could they become a more engaged supporter if they are encouraged to join a mail list, are given resources, read your magasine or are asked to give a small or one-off gift. Once they are engaged down the funnel you may be able to ask for more or a monthly gift.

💡 Tip: Provide clear and convenient options for people to become part of your cause, emphasising the impact of their involvement. Go through your giving process, are you able to easily, within a few clicks give or get involved.

Once supporters take action, it’s crucial to keep them engaged. Show appreciation, maintain open lines of communication, and involve them in your charity’s activities.

💡 Tip: Create a sense of belonging and community, keeping supporters informed about your charity’s progress and the impact of their support.

This stage is critical, and should begin from the first interaction to keeping and increasing your supporter base. Focus on maintaining and nurturing existing relationships is cheaper and more effective than generating new supporters. Personalise your communication, continue involving supporters, and ensure they feel valued and engaged.

💡 Tip: Showing personalised appreciation for their ongoing commitment, consider creating an automated email journey to deepen their connection and understanding of your organisation when they become a giver.

This stage encourages supporters to grow within your charity. Offer opportunities for them to become volunteers, fundraisers, or transition from one off givers to monthly donors, or level up existing monthly givers to give more.

💡 Tip: Support their development within your organisation and express gratitude for their increased commitment. Explore memberships, get in touch with personal emails or phone calls to see if they’re happy with their support.

By this point, supporters have become deeply committed to your charity. Maintain their engagement and enthusiasm by recognising their contributions and involving them in decision-making processes.

💡 Tip: Keep loyal supporters engaged and valued within your charity. Run a volunteer awards event, include them in your social media shout outs, create a ‘supporter panel’ to advise on new programmes, make a group with special access to facility tours, advanced notice of new products or resources.

Your most dedicated supporters become advocates for your charity, spreading the word and recruiting new supporters.

💡 Tip: Empower your advocates to share your charity’s message and provide them with tools and resources to be effective ambassadors, provide slides, speaker notes, badges, posters, pins, banners! Bring them to training days, or invite them to your AGM to hear your latest successes and give a window into your charities challenges.