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One of the key areas that the Charity Digital Benchmark can support is the development of your charity marketing strategy. 
Whether you’re looking at an overall strategy, a specific digital strategy, or a website development plan, the Benchmark has got you covered. 

 

Audience mapping

The Benchmark can help you understand the following things about your charity’s audience personas: 

  • What channels they are coming from
  • When they are coming to your site
  • How this differs from the charity sector – and your own sub-sector 
  • How long they stay on the site (engagement statistics)
  • How many pages they look at 

 

The Benchmark could show you that your audience is more active on weekends, for example, and that they tend to come through via email, on tablets. This would potentially suggest your audience may be older and less likely to be impacted by the working week. It could then show you how you differ from your sub-sector, which can help you work out your charity’s unique selling point – and who you are currently reaching with your activity.

 

Goal setting

Setting goals is far harder when you don’t know what good looks like, or what your current activity is achieving versus the sector. The Benchmark allows you to see where you are performing, both against the sector at large, and your own chosen area. This means you can actively set stretch goals that not only fit your organisational plan but also the charity sector’s average metrics for traffic, engagement, and more. 

 

Auditing your current activity

A key part of any annual strategy is understanding your current activity, how well it is (or isn’t) working, and what you want to stop, start, and continue into the next year. The dashboard tool allows you to compare any time frame from joining the Benchmark to the whole, or your specific chosen benchmark, meaning you can review how each piece of your digital marketing puzzle is performing. 

 

Planning your campaigns

Once you understand your audience, your unique aspects, potential opportunities, and your current performance, you can start to plan what you want to achieve throughout this year (or next) and how. How will you reach your charity’s digital marketing objectives, where can you optimise spend and what can you focus on? Not only that, but once you’ve worked this out, you can use the graphs and information from the Benchmark to support your plan, ensuring far easier stakeholder (or trustee) buy-in.

Phasing

Do you regularly get asked ‘when is the best time for charities to spend on advertising’ or ‘when are we getting traffic to our charity website’

The Charity Digital Benchmark can tell you exactly when you should run your fundraising campaigns or volunteer recruitment campaigns. By looking at your sector against your own statistics you can see where you have potential opportunities to drive more traffic, or where you are already over-indexing.

 

Campaign briefing

Creative and media agencies work much better with a full complete brief and this tool allows you to add much more information to those briefs than ever before. You can download each graph and include any statistics you think are useful to help your agency (or internal media team) buy better. You can look at phasing over a day, a week, a month or more, and you can look at that same information for the sector and directly inform how you want to be different and where you want to stand out.

 

Google Ad Grants

When is best to use your Google Ad Grant? The Benchmark can help here too. By looking at your organic search versus paid search information, phasing and ratio you can work out where you want your Ad Grant to supplement that activity. Plus watch this space for some exciting developments here that will give you even more information on how your Ad Grant is performing.

 

 

 

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