Brand awareness versus brand credibility: making your charity brand work harder

Download Brand awareness versus brand credibility: making your charity brand work harder

Post on 21-Oct-2014

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How can charities build more brand credibility to support fundraising and campaigning without spending big? We don't all have mega budgets or lots of time to earn the trust of target audiences so these slides introduce a new way of approaching the integration of brand across ALL activity.

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<p>Microsoft PowerPoint - Charity Comms - Getting more awareness and credibility for your buck [Compatibility Mode]</p> <p>Bottom Line Ideas</p> <p>Getting more awareness and </p> <p>credibility for your buck</p> <p>Kevin Baughen</p> <p>@kevbaughen (#charitycomms)</p> <p>kevin@bottomlineideas.com</p> <p> Bottom Line Ideas 2009</p> <p>Bottom Line Ideas</p> <p>Credibility</p> <p>Bottom Line Ideas</p> <p>Why credible communication is </p> <p>important</p> <p>Bottom Line Ideas</p> <p>Think about your activities in </p> <p>tiers of communication</p> <p>Motor Neurone Disease Association A world free of MND</p> <p> Bottom Line Ideas 2009</p> <p>Raising AwarenessCare </p> <p>CentresProviding </p> <p>equipment</p> <p>National support &amp; </p> <p>advice service</p> <p>Research</p> <p>Sarahs Story</p> <p>Cinema adverts</p> <p>Media &amp; PR</p> <p>Poster campaigns</p> <p>Viral video &amp; online </p> <p>campaigns</p> <p>Local events</p> <p>Fraising campaigns</p> <p>DM &amp; Corporate </p> <p>fraising campaigns</p> <p>Fraising campaigns</p> <p>DM &amp; newsletter</p> <p>Membership programme</p> <p>Bottom Line Ideas</p> <p> Bottom Line Ideas 2009</p> <p>Bottom Line Ideas</p> <p>Ensure it is relevant to your target </p> <p>campaigning &amp; supporter audience</p> <p>Making this a </p> <p>success...</p> <p>Have a clear, articulated </p> <p>core message(s)</p> <p>campaigning &amp; supporter audience</p> <p>Build internal awareness </p> <p>and momentum</p> <p>Bottom Line Ideas</p> <p>Use carrot &amp; stick to ensure core </p> <p>messages delivered consistently</p> <p>Work with this model across silos </p> <p>(needs senior buy-in)</p> <p>Regularly review success from </p> <p>the audiences perspectiveMake sure </p> <p>the right </p> <p>people are </p> <p>held </p> <p>accountable </p> <p>for success</p> <p>Bottom Line Ideas</p> <p>Questions?</p>