Revitalising a Charity’s Marketing Strategy
I was approached by the Head of Marketing for a UK charity to conduct a thorough review of their existing marketing plan and provide recommendations for improvement.
Balancing Digital and Local Efforts
I enjoy taking on diverse projects, and offering constructive feedback on marketing strategies is a key part of my work. This particular charity was struggling after a former CMO had focused too heavily on digital marketing, neglecting crucial local relationships, which led to declining numbers.
The Head of Marketing sought my advice on whether their current marketing plan was well-structured, what changes were needed, and if a complete overhaul was necessary.
Identifying Key Issues
While I can’t divulge specific details, it was clear that the charity was overwhelmed by excessive data—what I call “death by stats.” Not all staff were marketing-qualified, which was causing issues, and there was a significant lack of focus on cultivating local relationships. Additionally, the Head of Marketing was too bogged down with minor tasks, preventing her from focusing on higher-level strategy.
Presenting Strategic Recommendations
After completing the review and discussing it with the Head of Marketing, I was asked to create a recommendations document to present to the board. The goal was to persuade them to adopt a new approach to their marketing efforts. I’m pleased to report that the feedback was positive, and the charity is now exploring ways to implement my recommendations.
How I can help you
If you’d like to find out more about how I can help you with your strategic marketing click on some of my services below or book a discovery call.
