Boss Digital provides a range of bespoke services for ambitious charities who wish to transform their marketing.

When you work with Boss, it’s like having your own team of charity brand experts, copy writers, designers, developers, search marketing experts, social media specialists and data analysts, only with no overheads and a fraction the wage bill.

We take complete ownership of your digital marketing and will work on-site where required.

Above all, we understand that the impact everything we do needs to be measured in pounds and pence. This is about results. Enquire today for a free consultation.

Before the visual identity can be constructed, charities must undergo two vitally important steps:

First, we need to dig into every corner of the market landscape. This can be divided into 4 areas:

  • The charity itself – when and why was it established? What’s the long term vision and how well is it delivering on that vision? What are it’s strengths and weaknesses, where has it seen its success to date, and what should this mean for future plans? Who are the key stakeholders, and what are the motivators driving each of them?
  • The audience – who are they and what do they care about? Is there one core audience or multiple segments? What are their drivers and how can we categories them into emotional, rational and self-expressive? How well informed is the audience and where can they be found both online and offline?
  • The competition – the charity market has never been so active, with thousands of organisations competing for the attention of potential donors. The question is, where do these other charities sit in the market in relation to yours? Who are they talking to? What level of commitment are they seeking? Where are they active, online and offline, and what kind of content are they producing that appears to be successfully engaging their audience? Most importantly, what can you learn from them?
  • The broader landscape – finally, we need to consider other variables that might impact the charity sector in the coming 5-10 years. How is new technology like AI and robotics likely to change things? What risks do cyber threats pose? Will Brexit change how your organisation operates? How about evolving attitudes towards the environment and social/cultural issues?

From this analysis we can then build the brand identity, which begins with identifying the core competencies of the charity – in other words, what do they do and what do they not do? Operational clarity is at the heart of every great brand, third sector or otherwise.

From here, we can determine our brand position, which is essentially answering the question – “Who do we do it for”, which for a charity usually involves two groups – the recipients of donations/services and the donors/volunteers themselves.

Sometimes it can help to try to capture the essence of the brand in one word, but there also needs to be a broader architecture for the brand, which we can separate into:

  • Charity as an organisation – what are the values and how are they embedded into the culture of the charity?
  • Charity as a product – what is it you’re “selling” to the donors? Usually the benefits are heavily emotive but also self-expressive in that they say something about the donor.
  • Charity as a person – what’s your tone of voice? How do your people dress and interact?
  • Charity as a symbol – how is the brand represented visually? What’s the colour palette, what typography do you use, what’s the logo and do you have a framework for user imagery? A clear framework is hugely important for ensuring anyone involved in your marketing and communications remains aligned.

There is now so much charitable content online that simply creating professional and emotive content is no longer enough. There needs to be real thought put into a strategy that can cut through the noise, and at the heart of that is the ability to capture and share powerful stories.

Once this content is produced, it then needs to be shared across all relevant channels and platforms. Depending on your audience, these will vary, but they’re likely to include a combination of the following:

  • The blog – the home for all your new content, it plays an important role for both SEO and data capture.
  • Email – your email list is the only digital asset you own away from your website. Therefore building and nurturing it over time is absolutely vital. Most large charities generate more donations and volunteer engagement from their email list than from any other channel.
  • Social media – Facebook, LinkedIn and Twitter act as the primary means of traffic generation for new content. It’s where your audience is already active so while you don’t own these platforms, it is a vital channel through which to drive people through to the channels you do own; your website and email list.

Increasingly, charities are applying the silicone valley philosophy of identifying one headline metric and focusing on that, rather than getting distracted by the seemingly infinite array of data available within modern analytics.

These headline metrics are referred to as “North stars” and they must satisfy the following criteria:

  • It must reflect the quality of user experience (in this case, the user being both the donor and the recipient of the charitable activity).
  • It must be aligned to the charities values and vision.
  • It must be a strong indicator of present and future revenue.

This is then reported to all senior management members on a frequent basis, either daily or weekly, which ensures constant focus and momentum. More extensive analysis (digging into brand metrics, engagement metrics and conversion metrics) is then performed less frequently, most likely monthly) by the marketing function.

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