The challenge for northern charities.
Across the UK, there remains a salary gap between those working in the North and those in the South. A recent report by Michael Page suggests around a 25% difference in average salary between those working in London and those in Yorkshire and Humber. This means that northern charities that rely heavily on donations will likely receive less as the UK slips further into a recession. Therefore, charity marketing teams are now challenged to do more with less. This means they must become more savvy about building their brand awareness.
In a recent article, we wrote about local charity marketing and the difference it can make to local communities. This gives practical tips on how to build a local community campaign. However, in today’s article, we share some of the best creative ideas from Northern Charities and how you can learn from and replicate their success.
Based in Skipton, North Yorkshire, our first Northern Charity, The Principle Trust Children’s Charity, aims to help improve the quality of life of children from across Yorkshire. Being in Yorkshire, there is no shortage of local businesses willing to take on the Yorkshire three peaks challenge, with many individuals and groups taking on the mountains of Pen-y-Ghent, Whernside and Ingleborough. In addition, they also engage with local schools,two which helps them attract donations from families.
West Yorkshire Dog Rescue is a Registered Charity whose main priority is the welfare of dogs in the region. They support the local community by finding suitable adoptive overs for dogs without a home. Rather than use kennels, they use a small network of voluntary fosters who care for the dogs until a new owner can be found. To raise funds they partner with easyfundraising.com. This allows the local community to donate to them every time they shop in-store or online.
Simon on the Street is an independent charity that delivers outreach on the streets to the homeless community and those that are most vulnerable in Leeds, Bradford and Kirklees. Their flagship fundraiser is “The Big Sleep Out,” where they invite a member of the public to join them in sleeping out on the streets. Their last big sleepout (pre-covid) raised over £26,000 for the charity and helped to support those who do not have a stable place to live in. This event has over 120 residents taking part.
In addition, they also work hard to engage the local business community around Leeds. A recent Simon on the tee day corporate golf day saw 20 teams battle one of Leeds’s most prestigious courses.
The Air Ambulance charity, provides a life-saving rapid response emergency service to 5 million people across Yorkshire. Consequently, they are a northern charity that are well followed on social channels. They have over 84k likes on Facebook alone. With such a good social presence they have many individuals who are helping drive their fundraising efforts. Last weekend alone, there were several events they attended to increase awareness and drive funds. Showing the importance of event attendance in engaging the local community.
Founded in 2015, they have engaged their local community ever since. They provide essential resources to asylum seekers, refugees and migrants in need. In 2016 they launched their Knickers, Knickers, Knickers and bra campaign. The response from the local community helped them buy and distribute over 4,000 pairs of pants in one week. More recently, they have been supporting Ukrainian refugees who have been displaced from the ongoing situation. In addition, they have led the efforts to salvage tents, sleeping bags and other useful things from the Leeds festival to support asylum seekers and refugees in Calais (and Yorkshire.)
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So, whether it is working with local business and schools, growing a large social media presence or organizing a large scale fundraising campaign. There are many tactics that can help local charities drive donations. If you are working within the local communities and want to help devise a strategy to get yourself noticed. Our Third Sector team can help provide the expertise you need.