Now more than ever, it is vital that organisations within the non-profit sector have a clear proposition that is structured on tangible facts. Everything must be based on a unique offer that demonstrates an understanding of the various audiences, and aligned with an awareness of the competitor landscape. Stories, origins and attributes should be the foundations of any communications that are shared sensitively with the consumer. Brand perception will be undermined if any claims cannot be substantiated. Audiences need to understand how they are assisting beneficiaries; this in turn will drive them to continue providing financial support and time.
Non-profit organisations must now learn from how brands in other sectors are constantly improving their multi-channel engagement. New and existing beneficiaries, supporters and donors are all individuals with their own minds. Corporate and community relationships must be carefully built. Goals need to be defined in parallel with the appeal of a cause. Audiences require profiling to ensure motivations and aspirations are met. The role of patrons or ambassadors should be set, as testimonials are reviewed and refined. The coherence of any overarching story needs communicating with clarity, creating primary and secondary narratives.
Since 2010, we’ve strategically developed robust, creative solutions for organisations in the UK and internationally that have helped unite stakeholders, boost recruitment of new friends, significantly improve revenue, increase participation, and build levels of awareness that empower growth.
We started working with We Launch on The Descent of the Shard, a very high profile and high-end abseil down Europe’s tallest building. We had a lot to lose, but We Launch really understand how to respond to a client’s needs. Right from the off, I felt comfortable. They got inside the guts of our organisation to produce a hugely impactful campaign which reaped £2.8m in income and £2.5m in press coverage. Nowadays I see We Launch as an extension of my own team – utterly reliable, totally committed and extremely creative.
Alan Bolchover, Director of Fundraising, The Outward Bound Trust