Why outsourcing your marketing is the right move for your small charity


Why outsourcing your marketing is the right move for your small charity

As a charity, you aim to do good in the world. You contribute your time and effort to make someone else’s life easier to live. It’s a noble cause; one of many. The unfortunate truth is, being a charity doesn’t exempt you from the competition of business. But, as you‘re supported by a base of loyal givers with a limited amount of funds to give, you continually have to grow the number of people contributing towards your cause if you want to continue to do good.

To do this, people need to know who you are, what you stand for, and why they should give to your cause. It means you need a strong marketing strategy, just like any other organisation. Which, depending on how you do it, can be expensive.

As a small charity, you will want to retain as much money as possible to go towards furthering your efforts. You won’t have thousands of pounds to spend on marketing; that’s where outsourcing comes in.

Saving you money

When you outsource your marketing to a team of professionals, you are investing in their expertise. Compared to hiring your own in-house marketing staff member you’re only paying a fraction of the cost. To do your marketing in-house, you have a few options:

  • Hire a marketing professional - You will need to pay their salary, benefits, and take care of all the PAYE procedures necessary, which ultimately adds up to tens of thousands of pounds per year.

  • Use existing staff - While they are not marketing professionals, how hard can a few social media posts, emails, and blogs be?

Each option has its downfalls. Hiring a trained member of staff is expensive. Money that could go towards your cause is being used to pay their salary. Over half (54%) of charity CEOs say they have used or will need to use reserve funds to cover income shortfalls, and more staff will continue to add strain. But using untrained staff to control your marketing may prove just as expensive as the time and effort put into your marketing option may yield little results from the lack of strategy. The other option, outsourcing, is a welcome alternative among these.

By outsourcing your marketing needs, you invest in an entire team of marketing experts for a fraction of the price. They will provide you with a marketing strategy, they will use the latest marketing tools, and they know the right techniques to ensure you see a return on your investment. You don’t have to spend money training them, and they take care of all your marketing needs, leaving you to focus on more important matters.

Don’t worry

You probably have a few concerns about hiring external marketers to promote your business. Will they spread the right message? Will they be able to represent you accurately? Will they know the right industry-specific information to produce valuable content? The short answer: yes - if they’re good at what they do.

A professional, reliable marketing company works closely with their clients to ensure the message they are sending is the right one. When it comes to charity work, this is essential if you want to maintain transparency and honesty with your donors. You provide the key details like industry-specific information, statistics, and case studies, and they use their expertise to turn this into something that generates leads and income. They will write your story professionally, incorporate SEO strategies, and carry out market research, all under your guidance.

Taking on an external marketing company is an uncertain step forward for any small charity, and is a decision that you shouldn’t take lightly. We understand that you need to be sure that your organisation remains trustworthy and honest, and that the root of everything you do remains your cause.

At Coster Content, we believe we can do that for you. Why not call us on 07462 455 894 to discuss a potential relationship? Let us dig deep into who you are and see how we can help your charity flourish.

Alia Coster