Beyond the donation
Great charity marketing isn't just asking for money. It's knowing who to talk to — and why they'll listen.
Most third-sector marketing falls into one of two traps: generic posting that reaches no one in particular, or a calendar built entirely around the ask. The organisations that grow do something different. They use what they already know about their supporters to reach the people most likely to respond — and they use content to educate, to inform, to influence behaviour and to change outcomes, not only to fundraise. The donation follows the relationship, not the other way round.
Know your donors
You're sitting on data that tells you who will give — and how often.
Before a single campaign goes out, we help you profile your supporters: who they are, how much they give, how likely they are to give again, and which segments are worth the most over a lifetime of support.
That picture turns a scattergun appeal into a focused plan — more attention on the supporters most likely to respond, and messaging built around what actually moves each group.
How it works
Profile. Engage. Campaign.
One simple sequence that turns supporter data into support — reaching the right people, with the right message, in the places you already know they are.
Profile your most valuable donor
Understand who gives, what they give, and how likely they are to give again — so you know exactly who to build around, and what they're worth over time.
Engage them with content relevant to them
Not generic posts. A refined, month-by-month content strategy that speaks to each audience in their language and builds a genuine link into it — long before you ask for anything.
Campaign where you know they are
Take that primed audience into a highly targeted campaign — from social right through to addressable TV — reaching the exact households you've chosen, and no one you haven't.
Built from the data — the household you design the whole plan around.
Match this profile to Sky AdSmart's household data and your message reaches these homes — and only these homes.
Content & engagement
A strategy, not a posting schedule — built month by month, audience by audience.
Generic posting builds nothing. A planned, month-by-month content and engagement strategy builds real links into the audiences that matter — and different audiences need different messages. We map the year, then create content that earns attention and trust from each group, so that when you do ask, you're asking people who are already with you.
Corporate & business · CSR
Speaking to philanthropic and corporate social responsibility giving — partnerships, matched funding and long-term support.
Individuals
The everyday supporters who respond to a cause they believe in — reached with the message that resonates for them.
Couples & families
Households making giving decisions together — often your most loyal, highest-lifetime-value supporters.
Gift-givers & in-memory
People giving on behalf of someone else — tribute gifts, gifts in memory, and seasonal giving occasions.
Regular supporters
Direct-debit and repeat givers — nurtured so they stay, upgrade and advocate for you.
Legacy & major donors
The relationships that need time and trust — built with content long before any conversation about giving.
The run-up to Christmas started weeks ago. It's not too late — but the clock is ticking.
Most organisations that win at Christmas built their offering back in the spring. If you haven't, don't panic — there's still time to get a proper plan in place and make this the year your festive campaign actually lands. The strongest results come from starting the build now, not in December.
In action
From building a brand to changing behaviour.
Some of these campaigns raised the profile of a cause and asked for support. Others set out to change what people do — and did. Every one started with a specific audience and a specific outcome, then took the message straight to them.
Building a cause — and the support behind it
A campaign that did two jobs at once: raising the profile of the MND Scotland brand across the nation, while driving genuine support for the people and families it exists to help.
◆ Grew both awareness and active support — a brand build and a fundraising ask, working together.
A local hospice, known and backed by its community
Storytelling that built understanding of what the hospice does and why it matters — strengthening the brand locally while making the case for the support it depends on.
◆ Brand and fundraising in one campaign — bringing the community closer to the cause.
Getting people to act before they need to
A behaviour-change campaign — "even Santa" — designed to prompt people to put a Power of Attorney in place, taking a subject people avoid and making it approachable, memorable and worth acting on.
◆ Drove significant, measurable change across the target demographic — action, not just awareness.
Protecting communities from illegal lenders
A hard-hitting campaign warning vulnerable communities about the reality of illegal money lending — reaching exactly the audiences most at risk and changing how they respond.
◆ Delivered significant change to the target demographics — the definition of a campaign that did its job.
The next step: targeted TV
Build the content. Build the audience. Then put it on TV — to exactly the right homes.
Once you know who responds and you've built the content and the audience, Sky AdSmart lets you take that message onto television — shown only to the specific households you choose, by postcode, age, income, life stage and more. Targeted TV for charities, without national-TV budgets.
Targeted TV campaigns from around £5,000Choose your audience
Pick the households you want by location, demographics and lifestyle — from a whole region down to specific postcodes.
We produce & place your ad
We create a broadcast-quality advert (or use yours) and schedule it across Sky and Virgin Media channels.
You pay for attention
You're only charged when at least 75% of your ad is watched — around 5p a view — and we report the results.
Let's make this the year your supporters remember.
Tell us who you're trying to reach and what you want to change. We'll build the profile, the content and the campaign to get you there.