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Making the case
Charity marketing is a lot harder
than commercial marketing
Charity marketing is a lot harder
than commercial marketing … a
lot harder
Commercial
Brands Customers
Competitors
Charity
BrandsCustomers
Causes
Beneficiaries
Donors
InfluencersCompetitors
And commercial brands have more
money
And commercial brands have more
money … a lot more
Top 20 Marcoms Spenders
Sky
P&G
Unilever
BT
Tesco
Asda
Virgin Media
DfS
Reckitt Benckiser
Morrisons
EE
L’oreal
Sainsbury’s
M&S
Nestle
McDonalds
JD Williams
Vodafone
O2
British Gas
CRUK
Macmillan
Age UK
British Red Cross
BHF
Save the Children
Guide Dogs
Marie Curie
Dogs Trust
Oxfam
National Trust
RSPB
NSPCC
Royal British Legion
Barnardos
WWF
Chrsitian Aid
PDSAA
RSPCA
RNIBSource: Nielsen
Top 20 average annual expenditure over past 5 years
Source: Nielsen
0
1
2commercial
charities
£1.8bn
£160m
£ Billions
Proportion of expenditures
Source: Nielsen
£1.8bn
£160m
Commercial
TV Other Digital DM
42%
43%
9%6%
Charities
TV Other Digital DM Door Drops
27%
59%12%
2%
Why does Coke spend so much on
advertising and promotion?
This distribution frequency generalises across ALL categories, ALL brands, ALL over the world, ALL the time!
Penetration drives market share
Getting more buyers is more valuable than just getting
more from existing buyers
Most buyers are promiscuously loyal
Reach infrequent buyers and you will reach heavier