Download these Top Tips as a PDF guide

From the Media Trust Autumn Conference 2010 keynote speech Ingredients for a civil economy: the essential role communications play when communities and the private sector work together to deliver social change by Joe Clift, brand and customer marketing director, Lloyds Banking Group.

Joe's message was that there is an obligation for the private sector (and their brands) to contribute to delivering social change, and there are business benefits to their doing so, that charities shouldn’t be afraid to highlight.

All corporate organisations have CSR strategies, and should be using their advertising to promote good causes. Charities should be integral to their businesses and a fundamental part of their business strategies.

Joe highlighted new research from Edelman: their Goodpurpose Study, which contains a lot of informative and useful findings that charities should use:

Tips

• ‘We make a living by what we get, we make a life by what we give’ Winston Churchill
• ‘The fifth ‘P’ of marketing is Purpose’
• ‘Globally, social purpose remains a key purchase motivator’
• ‘Consumers take action to support companies with purpose’
• ‘Consumer willingness to promote brands with a cause jumps...but, they are also willing to punish’
• ‘Consumers expect corporations to invest in purpose’

Read the Edelman Goodpurpose Study: www.edelman.com/insights

By Annabel Bradbury