On my very first day at my donor development job at Sojourner Center in Phoenix, Arizona, I met Kay McDonald with Charity Charms. It was a happy coincidence that almost 10 years later she would come to my office with a marketing and sales challenge. Charity Charms was in the middle of a rebirth. Kay had a very clear goal.
Charity Charms: Building Impact with Givingbands Campaign
She wanted to reach out to larger non-profit decision makers to help them use charms to spread their mission. She wanted to move away from marketing a product. She also wanted to make sure she was focusing on a larger investment package. With over 10 years of working with non-profit leaders, she had seen how charms worked well when people integrated them into their program.
As an established organization she had used a lot of marketing taglines previously.
First, my goal was to get really clear on what the value was to her target audience. One thing I knew for sure. Development Director, CEO’s and Marketing Directors care about one thing. Tools that help them help more people. We developed a tagline and a campaign name that would stand out and speak directly to her target audience.
The second greatest tool we had was Kay’s list and reputation. Again, we didn’t have to do a lot of list development. We just had to dig through her current database to get really targeted.
We drafted a series of steps or calls to action because we knew that we had to engage with a smaller series of value based tools and mini-samples to demonstrate the value of a large package.
Finally, we worked together to develop a package that would make it easy for a non-profit to develop a marketing package to send out their charms, making it simple for a non-profit to use charms effectively.
Then we created a series of striking graphic images that could be used on multiple platforms. Including her website, Pinterest, direct mail and emails.
Of course, no campaign is successful without challenges. Technology never works the way it is supposed to. Finding the exact photo can be a challenging opportunity, but at the end of the day we put together a campaign that elevated the Charity Charms brand and Kay is still busy reaching out to organizations.
Basically we turned a one page general description of a product into a series of usable sales tools: