business: define your target, reach the right marketIt seems that each year, trends change. Often, it can be hard to predict where to focus your PR efforts to raise the profile of your campaigns and bring in the donors. As the lines of PR and marketing continue to blur, the focus is on getting the word out about your NFP, whatever the means.


There is no denying that Twitter is great for publicity. More than 500 million tweets are sent every day around the world, so make yours one of them. If you are unsure what to tweet, check out other NFPs for inspiration. There are so many of them who just manage to get it right. Choose a dedicated hashtag to support your charity and campaign and connect it through all of your social media efforts.


Blogging is a great way to reach your audience. Great content can influence your audience but make it insightful and genuine. The issue of fake news is rife so keep it authentic – ensure it is a story worth telling. Content is more important than it has ever been before.

Influencer marketing

Influencer marketing is about focusing on one or two influencers to help spread the word about your charity. Influencers can reach areas where your general marketing efforts cannot. Sign up a handful of influencers to back your cause and help get the word out about your campaigns. Audiences love to feel inclusive and will follow others if the message is worthwhile.

Your strategy is important than ever before. While last minute and opportunistic campaigns can and do work, do plan ahead to really hit the mark. It is all about connecting with your audience on a more personals level and demonstrating your Unique Selling Points (USPs). Even with a tight budget, it is still possible to come up with award winning campaigns. It’s time to get creative!