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This week in the newsletter, we had the pleasure of talking to Luke Castle, who is the Senior PR Account Executive at Jam and Co-Founder of Keeping Digital Foundation. With a speciality and passion for supporting and working in the charity industry, he has taken us through his top tips for how to develop a PR strategy for a charity by balancing visibility with sensitivity to communities and causes.
Developing a PR strategy for a charitable organisation goes beyond visibility; it’s about amplifying the charity’s mission while respecting the sensitivities of the communities it serves. Unlike traditional businesses, charities operate in a unique space where visibility is not just about brand awareness, but about fostering trust, encouraging empathy and driving meaningful actions.
Understanding the Charity’s Mission and Values
The foundation of any PR strategy should be a deep understanding of the charity’s mission, values, and even more importantly, the communities it serves. Start by engaging with key stakeholders - founders, employees, volunteers, and especially beneficiaries. You need to gain insight into the charity’s history, their goals, and the challenges they face in the current climate. This initial understanding ensures that all PR efforts align with the charity’s core message and ethical standards.
Identify Key Objectives
Clearly define what the charity aims to achieve with its PR efforts - quite often charities are unsure of how PR can fit within their marketing mix (unlike a traditional business, they aren’t looking to boost product sales) so it’s important as PRs we work with them to make clear their expectations and ultimately what they want to achieve in our partnership. These objectives might include increasing donations, raising awareness about a specific issue, attracting volunteers, or influencing policy. Each objective should be specific, measurable, relevant, and - most importantly - achievable. This clarity will help you plan out and develop targeted campaigns that align with the charity’s goals.
Research and Segment the Audience
Everything you do has to resonate with the charity’s communities and audience. This may be donors, volunteers, beneficiaries, policymakers, or even just the general public. Segment the audience based on demographics, interest, and engagement levels with the charity. With this in mind, you can really tailor the messaging to speak directly to the needs and motivations of each group. Many charities use CRM (Customer Relationship Management) tools which can be incredibly useful for PRs to have sight of to fully understand the different relationships the charity has with its members. These CRMs can even show you how engaged the audience is with the charity, helping you get a better understanding of the impact of your marketing.
Craft a Compelling Narrative
Narrative is the heart of any PR strategy - and charity PR is no different. It should communicate the charity's mission, the impact of its work, and the stories of the people it supports in a compelling and authentic way. When crafting this narrative, prioritise the voices of the communities served. Use their stories to humanise the cause but ensure that their dignity is preserved—avoid sensationalism or exploitation of their circumstances. Whilst sensationalism headlines can often lead to great engagement with journalists, it’s vital you balance that with the respect for the beneficiaries, particularly when they are vulnerable.
Select the Right Channels
Choosing the appropriate communication channels is vital for reaching the intended audience. These channels could include traditional media (TV, radio, print), social media, the charity’s website, newsletters, or events. Each channel should be evaluated for its ability to reach and engage the target audience effectively. Additionally, consider the tone and style appropriate for each platform to maintain consistency and sensitivity. For example, when the Keeping Digital Foundation announces updates to its services, they will go to local newspapers and news sites to help publish the story, whilst for incredibly topical stories will steer more towards Radio and TV opportunities where it’s easier to control the narrative and engage with the audience.
Leverage Partnerships and Collaborations
Collaborations with other organisations, influencers, or public figures can enhance visibility and credibility. However, partnerships should be chosen carefully to ensure that the collaborating entity shares similar values and a commitment to the cause. These partnerships can provide new platforms and audiences, but they should always amplify the charity’s mission without overshadowing it. During the General Election, the Keeping Digital Foundation launched the Digital Manifesto which worked with MP candidates to allow them to get a better understanding of their local communities, and to also allow the charity to get closer to future policymakers. Additionally, they recently collaborated with Bird & Blend Tea Co to launch a partnership tea blend, helping to raise funds for the charity. Bird & Blend Tea Co had fostered a Communi-tea which really engaged with their customers (including those from their York store), and ultimately this partnership was around fostering a wider community and starting conversations over a cuppa at the charity’s Digital Cafes across Yorkshire.
Monitor and Evaluate
Once the PR campaign is launched, continuous monitoring and evaluation are crucial - it’s how you show the worth of all the work you do. Track media coverage, social media engagement, website traffic, and any other relevant metrics to assess the campaign’s effectiveness. Use this data to adjust the strategy as needed, ensuring that the campaign remains aligned with the charity's objectives and continues to resonate with the audience. The Keeping Digital Foundation board aren’t necessarily bothered about Google search rankings, however, they are about website visitors and people accessing the Support hub online.
Maintain Sensitivity and Ethical Standards
The main point to remember, throughout the PR process, is to maintain a strong ethical stance. Ensure that all communication is respectful, truthful, and considerate of the privacy and dignity of the individuals and communities involved. Avoid using shock tactics or exploitative imagery, even if they might attract more attention. If you’re writing a release about food poverty for example, avoid using the clickbait stock imagery that shows an unhappy child holding a fork - it’s not representative of their beneficiaries. The charity’s reputation and the trust of its stakeholders depend on maintaining these high standards. As a PR, you very much become a leading voice for the charity.
Creating a PR strategy for a charity is about more than just visibility—it’s about fostering trust, engaging with empathy, and ensuring that the charity’s work is represented authentically and respectfully. By carefully balancing the need for visibility with the sensitivity required when working with vulnerable communities, charities can create PR campaigns that not only raise awareness but also drive meaningful, positive change.
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