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Digital Marketing

Why Charities Need to Use H2H Marketing

You might have heard of B2B or C2C, but have you heard about H2H? That’s human to human marketing and it means that you can present your brand in a more personable way. Would you be more likely to pay attention to an organisation that you feel like you know more personally? Probably. That’s because you’re more likely to trust them and you feel like you can relate more to them.

 For charities, that’s so important that you have this kind of persona to your audience. Charities deal with a lot of donations, fundraisers, and monetary value, so you want to be perceived as trustworthy for the legitimate causes that you support. Thus, you will have more people willing to donate and support your charity. H2H marketing can really benefit charities by encouraging this; if you seem more relatable, personable, and more ‘human’, then you will consequently get more engagement. Want to know how to achieve H2H marketing? Let’s have a chat about it. 

Have an omnichannel approach is key to H2H marketing

Be available and be ready for your audience, and engage with them. You should be ubiquitous, omni-present, so that your audience can reach you easily and get answers from you easily. Here’s where you should think about digital transformation; social media channels, email marketing, your website. Can you easily be found? Are you easily contactable? Think about what digital channels that you are available on and how you will be perceived on them. 

Use images within your content

Put a face to the name. Humanizing your brand will mean that people can see who they’re talking to, and who’s behind the face of your charity. What do you do? What jobs do the team do? By using images across online platforms, you can be seen as more approachable. That means that you could be more active on social media, and post images of friendly faces, or what you are getting up to on a daily basis.  

Always be authentic in your content

Saying ‘be authentic’ is all well and good, but you need to know exactly how to do it. However, being authentic is the way to really pioneer H2H marketing. Do this through your language that you use over all your online platforms: email marketing, social media marketing, content marketing. All of your platforms need to have a consistent tone of voice and really get through to the audience that you want to target. Luckily, we actually have a blog on this, which gives a guide on how to be authentic and how to write creatively. Check it out for more guidance with trying to be more authentic online through the power of words.    

Try to inspire your audience 

I feel like in most blogs that I write about digital marketing, I always stress how important communication is. But, it’s true; communication with clients, with your team, and anyone is fundamental to a successful strategy. H2H marketing is about using that communication to inspire your audience and build a personable relationship over your digital platforms. As a charity, you want to think about how you are communicating with your audience; are you keeping them in the loop with your updates and answering their questions online?

H2H Marketing for Charities

The reason H2H is so effective is because it humanizes your brand, and more specifically for charities, it shows that you are personable. If you come across more personable, then you’re more likely to get more people willing to associate with your brand and engage with the work you’re doing. On the other hand, you need to make engagement with your audience a priority. If you ‘break the 4th wall’ then it gives a personal touch, a human touch, and you’ll therefore have more influence. Why don’t you review your marketing strategy in 2022? Give H2H marketing a go and let us know how you get on!

Here at Alcimi, we specialise in marketing and can help with your copywriting to make it more authentic and personable for your audience. If you want to give H2H marketing a go, then say hello and get in touch!

H2H Marketing
Author: Amy Williams
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