Sample messaging document

(For a fictional charity, SupportingCharities)

SupportingCharities (SC) already has brand guidelines that provide pointers on communication style, key facts about the organisation and its audience. This document is a comprehensive ‘platform’ of messages to support an upcoming campaign around the importance of marketing to charities.

Message 1: As a charity, you cannot afford to ignore the value of marketing

• There is more competition than ever for your custom (180,000 charities).
• More marketing channels than ever.
• More choice, more opportunity.

Message 2: SupportingCharities is the place to find that advice

• We are a support organisation especially for charities like you.
• We have helped other organisations like you successfully.
• We know it can be confusing. Let us be your guides.

Message 3: Act now

• The next year could be make or break for small charities.
• In the midst of recession don’t leave it too late.
• Like it or not you are competing with other charities.

Message: Whoever you are, we can help

• The principles of solid marketing apply to all charities.
• No organisation is too small.

Message 5: So how CAN we help you?

• Writing marketing plans
• Designing your website
• PR, literature and advertising
• Resources and tools (Media Trust)

Message 6: Our service is practical

• Not just a load of ‘airy fairy’ theory
• Practical help and knowledge
• Marketing is not as complicated as you think

Message 7: We can help you with technology

• It’s changing very quickly and we know you struggle.
• Having a web presence is vital in this day and age.
• It’s a very cost effective form of marketing

Message 8: If we can’t help you, we know someone who can

• We are plugged into a broad network of marketing professionals.
• We can also put you in touch with other charities to learn from them
• Come to one of our events and find out.

Message 9: Don’t just take our word for it

“SupportingCharities has helped us double donations in the last year.”
“We had no idea how to design a new web site but thanks to you we now have a super site for free.”
 

Case study: Borderline

The challenge

Borderline is a small, London-based charity dedicated to helping young Scottish men who find themselves homeless in the nation’s capital. On average the charity has a new client walk through its doors every day; each one in need of help.

Like all charities, Borderline needed to produce an annual report. And like many small charities, it needed desperately to make a splash, raise awareness – and much-needed funds. Said director Eileen Ward, “We knew we need to do something a bit more creative, and a bit more individual.”

The solution

Borderline decided to seek outside help with designing its annual report – and hit the jackpot in the form of Andrew Ross of Ross Osbourne Design.

Having met the charity, Ross agreed to take on the project pro bono. His reasons were simple. “The results of what you produce are far more tangible, and in a way more satisfying.”

Ross took the annual report in a completely different direction. “We really wanted to engage the viewer on an emotional level and not just have the nuts and bolts of what they’d done the previous year – which is kind of what they’d done in the past.”

The report told its story through the eyes - and words - of the men it helps with a clever ‘before and after’ creative concept. The ultimate message was powerful and clear: Borderline is making a difference.

The result

The annual report was mailed to many stakeholders – not least relevant politicians. The result was a major spike in awareness and donations. What’s more, the annual report was the category winner at the Third Sector Excellence Awards.

The 2007 annual report takes this concept yet a step further – addressing the sadness and despair of being homeless – and the inspiration provided by Borderline.

Ward has a simple marketing tip for small charities: “Keep the messages simple and clear. If you understand what you’re doing…other people will be able to understand it too.”