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Cat Fyson

Epic Content Marketing Campaigns For Charities

30th Oct 2014 Content Marketing 4 minutes to read

Time To Talk thumbnailCharities have for a long time used Content Marketing in various ways to bring attention to their message. By sharing stories, the meaning of your cause is brought to the forefront in a way that provokes the required interest and emotional attachment that leads to support for your organisation.

Today, we’re going to look at Content Marketing campaigns from well-known charities to see how they did it and what can be learnt from it.

Time To Change – The ‘Time To Talk’ Campaign

On February 6th of this year, the mental health charity Time To Change had a ‘Time To Talk Day’ which encouraged people to discuss mental health.

The aim was to lift the stigma and discrimination around mental health issues, allowing those who have experienced it first hand or through loved ones to share their experiences.

As the organisation is government funded, and led by charities Mind and Rethink Mental Illness, the aim here was not to necessarily raise any funds, but to bring Time To Change to the forefront of tackling mental health issues.

In total, 1,066,506 conversations were had, over 88,000 of which took place online. Let’s take a look at a couple of the specific Content Marketing channels they tapped into.

The Website

Time To Talk website

The Time To Change website is jam packed with content that addresses the key needs for those looking to find out more about mental health. It also looks really, really good.

From tackling myths around particular illnesses, to direct contact information for support services, they have every box ticked for providing true value to their visitors.

The area specifically dedicated to The Time To Talk initiative continues to be a valuable resource which is continuously developed even long after the initial day designated to the campaign.

Some of the resources include:

  • Blog posts detailing the experiences of people who have mental health issues
  • A series of adverts that initially aired on TV that share real stories
  • Downloadable graphics to share on social media

On 6th February, the website received 31,784 visits.

Key Takeaways:

  • Create a central hub of useful information around your charity, or particular campaigns within it
  • Focus the content around making your cause easy to understand and relatable – charities have the distinct advantage of being able to share stories to evoke emotion
  • Consider a redesign of your site to make it look more modern and accessible to your target audience

Social Media

Using the #TimeToTalk hashtag, over 51,000 messages were posted over Facebook and Twitter. The charity leveraged these channels in order to encourage user-generated discussions whilst effectively raising awareness of their brand.

The key to the success of the hashtag was the energy they put into promoting it. Leading up to the day, the hashtag was featured on all marketing materials, including online, print, TV and radio advertising.

They were also able to easily monitor these conversations and engage directly with those who were passionately discussing their cause – their brand ambassadors.

Key Takeaways:

  • When utilising hashtags, be sure to be consistent and promote it fully before launching your campaign
  • Monitor conversations using free tools such as Hootsuite or Tweetdeck and engage. Learn more about Brand Monitoring in our whitepaper.

You can view the full results of the campaign in this nifty Infographic. Another great piece of content to utilise!


Charity:Water work to bring clean water to people in developing nations. They have fast become a strong force in online marketing, with hundreds of thousands of followers across multiple social networks.

So what primary methods do they use to promote their cause?


Charity Water Youtube

It’s said again and again, but it’s true. Video is an incredibly effective Content Marketing channel that is only getting bigger.

In order to showcase the work they do, the not-for-profit have posted over 200 videos on Youtube and Vimeo which show them making a difference to not just the places they visit – but the individuals whose lives are changed.

They currently have over 18,000 subscribers on YouTube, and in order to ensure that the video reaches a large number of people, every level of staff and stakeholder of the organisation is charged with sharing it with their networks.

Key Takeaways:

  • Implement video into your Content Marketing strategy – your budget doesn’t need to be large, but your story needs to be important. Download our Video Marketing whitepaper to get started with this medium
  • Craft stories around individuals – people like to hear about individual’s experiences and how your charity has helped
  • Involve your staff in the creation and promotion of video content, so you have a fresh stream of ideas and a wider net of reach


Blog Posts from Charity Water

Charity:Water take an interesting approach in sharing some of the stories in blog posts that are actually hosted on popular blogging forms such as Medium and Exposure as opposed to their own site.

This allows the charity to have active profiles on these platforms, as well as reach out to audiences that they may not have otherwise reached directly through their own site.

At the end of each post, they include a call-to-action that clearly lays out the ways in which you can donate. What’s more, the articles themselves are incredibly well written and are supplemented with beautiful photography.

Key Takeaways:

  • Don’t be blind-sighted by using only on-site content. Platforms such as Medium, Exposure and Tumblr offer great opportunities to create unique content and reach new audiences
  • Invest the time to create engaging content that taps into emotions and really paints a picture of the story

These two campaigns should be a good indication of just some of the ways you can use Content Marketing as a charity.

Find out more about the Content Marketing services Koozai offer, or get in touch today.

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