A Cause For Content: Why Your Charity Needs To Embrace Content Marketing (& 3 Types Of Content You Should Be Using)

As a charity, you want to be able to invest as much as possible to support your cause. This means, more often than not, resources are limited. And that’s understandable, however, if you are serious about raising awareness and driving donations, there are some things you cannot afford to overlook. One of those is content marketing.

The importance of content marketing for charities

Content marketing is used to attract, retain and drive action from your audience and is key for building your brand and establishing a strong position within your marketing. When implemented effectively, content marketing for charities can bring a plethora of benefits, including:

  1. Increased reach and visibility (it’s great for SEO)
  2. More lead generation opportunities
  3. Increased awareness
  4. Improved conversion rates
  5. Increased number of donations
  6. The creation of a stronger support network

Three content ideas to get you started

When it comes to creating content for your charity, the opportunities are endless. The bigger the idea, the better. It’s all about being seen (& heard) by your target audience; give them a reason to take notice and ensure you create a lasting impression.

To get you started with content marketing, here are three types of content for your charity to consider:

  1. Blog

    Regularly updating a blog on your charity’s website is a great way to keep your audience engaged and gives them a reason to keep coming back. Not to mention the wonders it can do for your SEO! Whether you are sharing stories from your beneficiaries, educating people about your cause or celebrating achievements, blog content will not only drive more traffic to your site, but it will help you turn that audience into donors, too.

    Content marketing for charities blog example
    Age UK uses their blog to raise awareness, share inspirational stories and keep their audience updated with the latest news. 

  2. Email marketing

    Email is one of the most important digital marketing channels. A way to communicate directly with your target audience, build more meaningful relationships, and most importantly, drive donations. From welcome emails and donation appeals to newsletters and case studies, a well-crafted email offers an engaging and efficient way to deliver key information to your audience and can have a big impact on your donations. So don’t overlook this channel! For tips on how to master email marketing for your charity, check out our ultimate guide to email marketing here.

    Content marketing for charities - email marketing example
    Battersea use email marketing to share the latest news and success stories, encourage their audience to get involved and build more personal relationships with the help of authentic, behind-the-scenes content

  3. Social media marketing

    Every man and his dog is on social media. So, if your charity doesn’t have a presence on any of the key platforms, you will be missing out on a lot of opportunities. Like email, social media allows you to connect directly with the people that matter most. Aside from the obvious benefits of building relationships with your target audience and driving traffic to your site, social media can also help to improve your SEO, extend your reach, boost donations and enhance your reputation. Check out our ultimate guide to social media marketing to discover how your nonprofit can succeed with socials.

    Content marketing for charities - social media marketing for charities post example
    We weren’t joking when we said “every man and his dog”. Dogs Trust uses its Instagram account to raise awareness, build relationships and drive action.

So, if you are looking for a cost-effective way to help your charity reach the next level, content marketing is the answer for you. If you are looking for an experienced pair of hands to support your strategy, why not give us a call today and organise your free consultation with one of our marketing experts. Alternatively, head over to our case studies page to see how we have helped charities like yours to achieve big with content marketing.