It’s no secret that charity marketing is different from commercial marketing. While many businesses are primarily focused on making a profit, non-profit organisations are founded to make a difference. That said, charity marketing can still be extremely effective in inspiring people to take action – as these five impactful campaigns show!
Each of these campaigns utilised creative and unique strategies to reach their target audience and raise awareness for their cause. If you’re looking for some inspiration for your next charity marketing campaign, then you’ll definitely want to check out these examples.
1. charity: water
charity: water is a non-profit organization that provides clean drinking water to people in developing countries. Their marketing campaigns are always creative and engaging, and they often use social media to reach their target audience. With the unique selling point, ‘we’re an open book’, they pride themselves on being 100% transparent about where people’s donations go.
For World Water Day 2022, they launched an innovative campaign to raise awareness about the dirty water crisis called ‘The True Colours of Dirty Water’. On Instagram, different colours of water flashed onscreen in a video in which users were invited to screenshot to find their colour. When you clicked through to their website you could go to your colour section and read the stories of people all over the world who have to drink that colour water.
Greenpeace is an international non-profit organization that focuses on environmentalism and climate change. They often use social media to create stand out campaigns with a shock factor to raise awareness of the danger the planet is in.
In January 2020, Greenpeace partnered with Aardman, the animators behind Wallace and Gromit, to create an animated video called ‘Turtle Journey’ which starred some famous voices including Olivia Coleman and Dame Helen Mirren. Using a mix of humour and emotion, they created a relatable story of a turtle family on their journey home, only to see their house had been demolished. The goal of the campaign was to highlight that six out of seven sea turtle species are threatened due to human activity.
WWF has launched a new campaign to raise awareness of melting sea ice due to global warming. Targeting predominantly women between 25 and 34, their Instagram ad set gained 68,209 views in the first two days. The creative videography tells the story of a polar bear made out of real ice, who experiences displacement due to global warming, and eventually the destruction of his home. The call to action incites users to ‘Sign Up’ to WWF and join a community of people dedicated to protecting wildlife.
Refuge is the UK’s leading domestic support charity and has a dedicated online following, as well as numerous celebrity advocates. They regularly design creative campaigns that tackle the issue of domestic abuse head-on.
In 2020, domestic abuse spiked due to lockdown, which prompted Refuge to launch a campaign called ‘Background of Support’. The campaign encouraged people to donate to the charity by sharing a QR code on video calls. This allowed people to show their support for Refuge in an accessible way and also helped to raise awareness of the issue of domestic abuse.
5. Teenage Cancer Trust
As well as providing crucial support for young people battling cancer, the Teenage Cancer Trust raises awareness about survivors’ experiences and campaigns for better cancer support services and more funding. Their #NotOK campaign shed a light on the fact that many young people in the UK are facing cancer without the mental health support they need.
The campaign was led by a series of video content featuring young people who have been affected by cancer, sharing their experiences. The goal of the campaign was to start a conversation about how cancer affects mental health, and help more young people with cancer get access to the counselling services they need.
We’ve seen a lot of great digital charity marketing campaigns in recent months, and the best ones have one thing in common: they combine an emotionally engaging story with powerful visuals.
Here at Punch, we’re also passionate about charity work! We’re currently raising money for Leeds Mind by doing sponsored walks, Valentine’s Day raffles and much more. Find out about our fundraising initiatives on Instagram.