Category Archives: Top tips

Marketing support for small charities

Marketing support for small charities

Sophie Davies, BH&P Associate and former head of membership and retention at The National Trust, shares her thoughts on small charity marketing.   Charities – especially smaller ones – are under pressure. Demand is increasing for their services, and yet local and central funding is decreasing.  This in turn puts pressure on resources, with small charity marketing especially affected, with both a financial and skills gap. A recent Local Giving study found that fewer than half of local charities surveyed felt that they would still exist in 5 years’ time*. This could be a disaster for the communities they serve. So

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Marketing for non-profits

Marketing for non-profits

 The rules of engagement have changed The key challenge for charity marketing today lies in balancing the need stand out from the pack, whilst complying with ever more strict data protection and fundraising rules.   In recent years, members of the public have expressed frustration over the lack of control many feel over how, and how often, they are approached with fundraising requests. We’ve all heard the story of the Olive Cooke, the 92 year old who committed suicide because of charities pursuing her for money. Charity marketing is implicated, with organisations such as Amnesty International, Save the Children and the Alzheimer’s Society insisting

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Why does a lot of small business marketing not work quite the way you’d like it to?

Why does a lot of small business marketing not work quite the way you’d like it to?

And how can you change it? (First presented to Reading’s RG1 group at Artigiano Reading on Thursday 24th September 2015) To answer these questions, we need to go back to the start of a business. When the business owner – let’s call him Nick – sets up the business, he has a number of things, but the two that I want to focus on here are that he has a really clever, unique idea, and a “little black book” of contacts. When the business starts, it is likely to go through a period of rapid growth, as Nick really works

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The impact of brand on business growth and marketing ROI

The impact of brand on business growth and marketing ROI

You could probably write a whole book on the subject of brands. But as it’s a Friday afternoon, I thought I’d keep this short and sweet. “Brand” means different things to different people. To many, it’s all about logos, colours and typefaces. For others it’s about reputation. But a great brand is much more than that. After all, how many established market leaders do you know, that don’t have a strong sense of their own identity. Something that people can relate to,  and that they will choose to interact with (and buy from) almost regardless of the product? Brand: in a

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Can marketing automation help learning and development firms win new clients?

Can marketing automation help learning and development firms win new clients?

Every day, professional service companies such as training or coaching firms, lawyers, architects, HR businesses and recruitment agencies are becoming more attuned to the power of marketing automation platforms like ActOn and Marketo. Automation is starting to be looked at as the pinnacle of marketing effort – the thing that’s going to make campaigns work much harder – more targeted, more timely, and ultimately driving up response rates. It’s all in the name. Automation. It implies that you put stuff in, churn it through the mill (a bit like a marketing sausage machine) – and at the other end, out come

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The art of the “not-a-newsletter”

The art of the “not-a-newsletter”

Here’s the thing. People like to read about good news, especially if it will benefit them directly. They like to read bad news even better. It’s just more interesting. But they don’t like receiving newsletters, for the most part. Why? Well, often they are boring, even more often they are irrelevant, and fairly regularly, they are simply a sales pitch dressed up as news. Shock news! (not really) Many so-called newsletters have no news in them whatsoever. Here are our top 7 tips for creating a “not-a-newsletter” (Q: Why “not-a-newsletter”? A: To distance your updates from news items about new team members, company

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Using Twitter to build trust and brand awareness …

Using Twitter to build trust and brand awareness …

… and to get people closer to actually reading your content. In an ideal world you’d write a brilliant and insightful piece of content or thought-leadership, add it it to your website or blog, and wait for all your hundreds of follows to read it, share it, like it – and then as a result come to you later when they need to buy your product or service. Unfortunately, back in the real world of b2b marketing, it isn’t enough for your content to be brilliant. If you don’t have anyone reading your work and sharing it then you may as well

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The future of work: business reimagined

The future of work: business reimagined

Ever since I began talking to Ben Betts from HT2 about the Curatr Social Learning Platform, I’ve had a nagging thought. It has been just a niggling feeling until now, and I haven’t been quite able to put my finger on what it is. And then, on Thursday last week, I had a eureka moment at #SMI13 (The Social Media Influence Conference) which has crystalised the problem in my mind. So what’s the problem? There is a lot of talk in L&D and talent management circles recently about social learning, and why it is so important. There’s talk about user experience, about reusing resources, and about the needs

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