Pick a lane

Charities: where are you going to put your campaign content?

You have a lot of options:

• Letter

• Newspaper advert

• Posters

• Website

• Email

• Press release

• Facebook

• Twitter

• Instagram

• YouTube

• LinkedIn

• Snapchat

• TikTok

• Reddit…

Oh no, you’ve entered into an endless list of social media channels and now feel a sense of despair!

This is where a charity can go into a panic spiral and feel they need to create an account on all these platforms quickly so they can put their campaign on there. 

“We need to get on Snapchat. All the kids are using it now,” says your CEO.

But do you, really? Just because someone else is doing something, that doesn’t mean you have to.

You can waste a lot of time and money getting your charity set up on all these platforms and investing staff time in monitoring them – for very little reward. So how do you pick which channels to use?

Well, what does your audience use? If the audience you’re trying to reach is over 40, chances are that most of them aren’t on TikTok every day, if ever. So it’s a waste of your small charity budget creating an account and content on there.

And if you want to reach people under 25, they’re not so likely to see your Facebook content (Facebook is really for their dads).

You don’t have to be everywhere. Pick the channels that your target audience actually uses the most – and that make sense for your charity.

We’re talking cost/benefit here, which is really important when you have a small budget. So don’t forget to also research the typical response rates you can expect from each channel to work out the likely ROI. You have to spend money to make money, but where will you get more bang for your buck? Facebook ads or the Royal Mail?

You certainly should create an integrated campaign with content across multiple different channels. But pick those channels wisely.

-

For more help, just contact us.