A very strange phenomenon has occurred in the charity space, everybody is copying each other. Donors are receiving mail packs from a number of very different charities and they all virtually look the same. Charities need to step out from the norm to differentiate, ensuring maximum retention of their message and the highest total number of donations. We have compiled a few tips to help achieve differentiation:
What ‘business’ are you in?
Consider what business you’re in- what you do that is special that other charities don’t do, or perhaps don’t focus on. It is differentiation 101- what do I do (or can I do) that my competitors don’t do?
From there make sure that this is communicated clearly, and consider using this angle as a way to generate copy, creative and concepts for your direct marketing material.
What have you achieved and what are you trying to achieve. This is similar to ‘what business you are in’ but more goal-orientated. You can differentiate you message and your pack foo each campaign depending on your overall goal. If you are trying to supply 1,000,000 people with a clean water source, or build a new cancer facility- make that your stand out point.
Add a little personality
What is your brand personality? We wrote a blog (add hyperlink to blog) not too long ago about adding personality to charity marketing communications. Brand personality is one of the best ways to differentiate you overall creative theme, followed by your goal for each individual campaign.
Go for the heart
Emotion is what draws people to a cause and emotions will help you differentiate from other charities. How you make a donor feel will resonate with them for longer, you can do this by telling your special story with emotion. This will ultimately mean you don’t need to ask for money, people will feel compelled to donate.
Who is your audience?
Consider who your target audience is, not the typical ‘charity donor’, or who your competitors audiences are, who are your donors?
Who are you speaking to is very important and will influence the way you can differentiate as well. Ensure that you tailor messages to each segment you are talking to create differentiate even between you own DM packs.
Got any tips we have missed? How do you differentiate your fundraising communications?