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Considerably boost your marketing resource
RightMarket increases output potential in a controlled and scalable manner.
Increase your brand presence
RightMarket facilitates greater brand recognition and control.
Falling out of the public’s view would be a disaster, further compounding the effects of coronavirus and the lockdown. With a recession now all but a certainty we have to do everything to retain our brand presence as we fight for our income.
Gavin Daniels, Community Fundraising Manager
Why is charity brand important?
Brand is now more important than ever to the charity sector. Your brand is what allows it to stand out from the crowd. It enables your audience to engage, and associate with the charity’s mission. It extends beyond just being the appearance of the charity logo and colours. It also encompasses the tone of communications, personality, and even the charity vision, mission, and values.
The growth and decline of a charity can be directly attributed to its brand. If the public don’t understand who you are and what you do, growing support is an uphill struggle. That is why brand recognition is so important. It takes consistent commitment and investment to maintain in a sector dependent on public engagement. In the current environment it is a problem that charities are increasingly facing:
How do you maintain and grow an effective and recognisable brand under increasing financial pressure?
Meeting all artwork demand seems like an impossible task at face value. How does a team fulfil all requests whilst effectively tackling strategic projects and meeting the department’s financial targets? A team of designers have their limits, and successfully meeting all day-to-day artwork demand may not be the most effective utilisation of their time. As Tony Hunt, Creative Manager explains:
We were spending too much time on fairly mundane design tasks, frequently getting pushback and queries on creative decisions. It wasn’t a good use of anyone’s time. We were looking for something that would standardise our designs, bring consistency and free up designers.
Tony Hunt, Creative Manager
The Children’s Trust
Producing artwork requests is still an important factor in establishing a far-reaching, effective brand identity, but how can it be achieved without compromising other areas of focus?
The cheapest solution is to allow DIY designs to be used. This minimises impact on marketing resource but dilutes the charity brand and presents the department with no way to control production.
The alternative is to hire more staff or outsource the design work. These are great solutions if money isn’t an object. However, we know this isn’t the case. Supplying all artwork requests would be costly and doesn’t resolve the issue of a lack of focus on strategic projects. Producing artwork is also a lengthy process as the diagram below illustrates.
Is fulfilling almost all requests good enough?
The traditional process to artwork creation is lengthy and the longer the production time, the less value the artwork will generate from use. It increases the likelihood that those requesting the artwork circumvent the request process entirely and create their own off-brand alternatives. It also creates unnecessary tension between those requesting artwork and the marketing team who cannot fill the requests fast enough, if at all.
What's the impact on my charity?
Marketing departments can continue to work in this way, hoping that minor efficiency tweaks and persistence will ease the pressure. Inevitably, when big annual campaigns come around, or unexpected circumstances occur, the department is overwhelmed. Teams become reactive and fight to stay on top of work. The Children’s Trust discovered the Creative team were dedicating 60 hours per month to artwork requests each month.
As a small design team supporting the whole organisation, we would get a lot of requests for low-value design work that wasn’t really developing the skills of the team. We needed a way to free up the designers to help them develop and focus on higher-value work.
Tony Hunt, Creative Manager
The Children’s Trust
Not completing those artwork requests received means that your brand that the team had put its energy into bringing to life is not having the reach or impact it could have, and nor is brand recognition achieving its full potential. This inevitably reflects on the performance of your charity, particularly when it chips away over a sustained period.
What's the solution?
There is an alternative to tackling issues with marketing capacity and brand visibility and that is to move the responsibility and burden away from marketing and to find balance. Many requests being received are variations on designs produced in the past. The more efficient solution is to allow those requesting the artwork to self-serve. This could be a series of templates that can be edited to produce the content needed; whether that be to share digitally or print. A single location where those needing artwork can go: the charity Online Design Centre.