Telling Your Charity’s Story With Purpose
Marketing often feels like a luxury for small charities – something squeezed in between the ‘real work’ of service delivery, funding bids, and compliance. But here’s the truth: if people don’t know what your charity does, they can’t support you.
Marketing isn’t just about promotion; it’s a key part of your communications strategy, and it underpins everything from fundraising to partnerships, volunteer recruitment, and community trust.
At MBS, we define marketing simply: strategic storytelling with a purpose. It’s how you share what matters, why it matters, and how others can help. It’s not about being flashy. It’s about being clear, consistent, and true to your mission.
We’ve worked with many charity clients who have seen real results when they start treating marketing as core, not optional. And crucially, we’ve seen what happens when trustees get behind it – not just leaving it to staff or volunteers, but championing communications in the same way they might scrutinise a budget line.
Case Study: Embedding Marketing in Governance
I’d like to give you an example of a charity that runs arts-based programmes to improve mental wellbeing. Like many small organisations, they were doing powerful work, but very few people outside the immediate community knew about it.
During a board development session, the trustees explored their role beyond finance and compliance. Together, they agreed to review their external messaging and put marketing on the board agenda. One trustee with a communications background offered to support a new strategy, while another helped set KPIs around reach and engagement.
The impact? Their newsletter grew by 40% in six months. A local donor came forward after seeing their work on LinkedIn. And most importantly, staff felt supported – not just in delivery, but in being seen.
Three Top Tips from MBS: Marketing that Works for Charities
1. Start with your purpose
Before worrying about what to post or which platform to use, go back to your “why”. What are you trying to achieve? Who needs to hear from you, and what do you want them to know or do?
2. Make it a team effort
Marketing shouldn’t fall on one person’s shoulders. Share responsibility across staff and trustees. Invite volunteers to contribute content or ask a trustee to champion communications at board level.
3. Don’t reinvent the wheel
Use what you already have; quotes from reports, photos from events, feedback from service users. Repurpose content across channels. A grant report paragraph can become a social media post or blog.
Your Communications Reflect Your Capacity
In our experience, charities that invest time in telling their story often find it easier to attract funding, volunteers, and partnerships. Why? Because people feel confident supporting an organisation that communicates clearly and consistently. It signals that you’re organised, purposeful, and proud of your work.
So if marketing has been at the bottom of your to-do list, consider this your sign to bring it closer to the top. Even one hour a month can make a difference. Set small, achievable goals. Get the board on board. And if you’re not sure where to start, talk to us about our Social Media for Charities: The Basics video mini course is a great next step.
Gemma White
MBS Marketing Team
