Aim for the Heart
Arch Communications recently provided some training to help a brilliant local charity promote itself. The day highlighted the key role of emotion in successful marketing.
Loughborough-based Living Without Abuse (LWA) provides specialist support to men, women and children experiencing domestic abuse across Leicestershire and Rutland. The charity also raises awareness of the issue, with the aim of preventing such abuse and ultimately eradicating it.
It’s impossible to overstate the importance of what LWA does. But like all charities, they can only continue by generating their own income.
That’s why LWA organises the annual Loughborough Half Marathon and is staging a “colour run mile” in the town, where runners get pelted with multi-coloured paint powder at various points along the way.
It’s great fun, but with a very serious purpose. Entry fees and sponsorship raise valuable funds. It’s vital for the charity to market such events well, to encourage as many people as possible to get involved.
And that’s why they turned to Arch Communications. We were asked to share some of our expertise, so we put together a specially-tailored workshop on marketing strategy, social media, writing – and in particular, getting the story right.
Successful brands create a strong emotional connection. People care about them and desire what they have to offer. Effective marketing helps to build that sentiment.
So our main takeaway advice for LWA? In promoting your events and seeking financial backing, never miss an opportunity to highlight the reality of what you do. That means establishing a clear link between the money raised and how it is used to have a positive effect on the lives of so many local families.
The overall numbers are important, but what really counts is the impact on individuals. It is their personal stories which provide the most powerful testimony for the work of Living Without Abuse.
And that’s why we’re in the story-telling business.
By the way, there’s still time to sign up for the Loughborough Colour Run on July 8th. It promises to be a great event. Click here to find out more.