Charity marketing doesn’t need to break you (or the bank!)

A simpler, more human (or C.A.T!) framework for better connection (and less burnout!)

IN THIS GUIDE:

1. Why charity marketing feels overwhelming

2. A simple 3-step framework to simplify your campaigns

3. Low-cost experiential ideas for small teams

4. Sustainable tips to reduce content stress

INTRO:

Charity marketing shouldn’t feel like survival mode.

If you’re feeling overstretched, under-resourced, and constantly behind — you’re not alone. Most charity marketers are doing the work of five people, without the time, tools or support they need.

This guide introduces our ‘breath of fresh air’ alternative:
✅ The C.A.T. Framework — a 3-step model to help you focus, connect and simplify.

It’s built for real humans with limited time and a big mission.

PART 1: WHY DOES CHARITY MARKETING FEEL SO HEAVY?

It’s not you. It’s the setup.

Let’s name some uncomfortable truths. Not only are charity workers on the front line of delivering increasing support in the UK (it’s ‘tripled in the last five years, with 9% of the public receiving food, medical, or financial aid from charitable organisations in the past year’ * ) and often having to process compassion fatigue**, lower salaries - but you’re also expected to:

• Be everywhere — social, email, events, fundraising

• Post constantly

• Tell stories daily

• “Follow the algorithm” (what in the digital mumbo-jumbo even is that!)

The result?

Burnout. Disconnection. Constant pressure.

“If you’re not getting noticed, you’re not marketing.” (Philip Kotler)

But what if being noticed comes at the cost of your wellbeing?

PART 2: THE C.A.T FRAMEWORK

A simple way to market with more meaning (and less noise)

We’ve been working in charity marketing for the last 15 years and so many of our conversations come down to these 3 things, which helpfully spells C.A.T and hopefully gets you feline more in control (sorry!):

✅ C = Clarity

Confused donors don’t give. How do you keep your communications clear, among the mass of information your audience is seeing each day?

Focus on:

• One message

• One audience

• One clear ask

✅ A = Activate (the senses)

Don’t just tell your story. Let donors experience it.

This is the heart of experiential marketing — and it works even on a shoestring budget.

Low-cost ideas:

• Interactive art wall
  e.g. For a mental health charity, ask people to "Write one thing that helps you stay mentally well" using colourful chalk in a public square.

• QR Code-triggered audio stories
  e.g. For a refugee support charity, link to a 2-minute story from a person who found safety and new opportunities through your programs.

• Empathy miles walk
  e.g. For a clean water charity, host a “6k walk” to represent the average distance women and children walk to collect water each day.

• “Charity in disguise” Booth
  e.g. For a food poverty charity, have a mock menu where each item highlights the number of families who skip meals due to cost-of-living pressures.

Want some help connecting your story to your marketing - that’s our superpower - lets have a chat!

✅ T = Tone

Drop the jargon. Say what you really mean.

Make your tone:

• Warm, not corporate

• Clear, not clever

• Helpful, not “salesy”

“Marketing is about the stories you tell.” — Seth Godin

Your voice is your value. You don’t need polish, you need presence.

PART 3: MAKE IT SUSTAINABLE

How to market your mission without losing your mind

1. Work with what you have already

• Use real conversations, photos, behind-the-scenes moments

• You don’t always need to create. Often capturing is, not just enough, but more authentic and uniquely you.

2. Choose one primary channel

Instagram, Email, Local events, so many options why not choose one to do really well?

Depth often beats width and means you can focus your time on one or two platforms to build and connect with an audience in a manageable way. Where are your donors?

3. Build a story bank

Keep a running list of:

• Hero focussed: Donor quotes (anonymised if that helps)

• Opportunity focussed: Volunteer moments

• Need focussed: Beneficiary impact stories

Tool tip: A simple spreadsheet is fine for story logging, maybe include a category column, so you can easily find them.

4. Pair content with human moments

People love seeing people. Always try to include:

• A real face

• A real voice

• A relatable feeling

“You can’t be seen until you learn to see.” — Seth Godin

See the real stories already happening and let them lead what you share.

…and breatheeeeeeeeeee…

FINAL THOUGHTS

You don’t need to be everywhere.
You don’t need to do it all.
You don’t even need more content.

You need:

• Clarity

• Focus

• Real connection

And you can build that without sacrificing your sanity.

FAQs

What is experiential marketing for charities?
It’s creating donor connection-points that let people feel, see (or even taste / smell!) the work — not just read about it. Think: pop-up stands, video tours, live Q&As or sending a voice note ‘thank you’. - events that connect with the heart and the senses.

What’s the C.A.T. Framework again?
Clarity → Activate → Tone
A repeatable, human-centred strategy to simplify your campaigns and connect better with supporters.

How often should I post?
There’s no “right” number — but once a week on one channel, done well, beats daily content across five channels that’s rushed and impersonal.

*GOV.UK Charity Sector Risk Assessment 2025

**Charity Times (Jane Hughes) Why staff wellbeing must be a strategic priority