How to make your charity stand out in a crowded market

According to the Charity Commission Annual Report 2018-2019, there are over 168,000 charities in England and Wales. So how you do get your charity to stand out in this crowded sector?

Finding ways to appeal to people is one thing but making sure people identify your charity at first-glance, evoke empathy when they think of you, and return, loyally, to your charity whenever a fundraising opportunity arises are the key to your longevity and success.

So how do you do this?

Show your brand personality through colours

The colours you choose for your branding and messaging are as important as what you say. Colours arouse emotion. It:

  • inspires people to give more money to your cause
  • sparks brand engagement for this generation and the next
  • makes you stand out in a powerful way

This is all especially important with an audience that is quickly switching between a wide variety of social media platforms and apps. You need to be remembered as the go-to choice, even in the sea of technology distractions fighting for your target market’s attention.

Your audience is ready to stand behind a cause and give it a voice, but you must capture their attention and imagination and do so in a way where your colours speak for you.

Colours translate emotions without saying a word

For instance, red shouts love and passion. Red also increases blood pressure. It is frequently used for a “buy now” button on a website. But that might not be the emotions you wish to be known for. You may choose to use a soothing colour, such as a blue. It is the colour of the sea and is known for its calming characteristics. However, colours can also give negative feelings, too much of one dominant colour like red or blue can be overbearing or even give the perception of arrogance. Blue can have negative associations such as a sense of coldness, distance and also depression depending on the tone of blue. How do you want your audience to feel? Discover more about the impact of colour here.

Colours make or break a consumer’s first impression of your organisation, impacting their decision whether to become a customer and advocate for life. Finding the right balance of what colours to use where in your logo, messaging, and design are just as vital to achieving your 2020 and long-term financial objectives.

To find out more about making your charity stand out, contact me today.



Becks Neale is a Dorset Designer & Brand Consultant, working alongside charities, community initiatives and purpose-led organisations to achieve a brand they love and live, by distilling their brand story.

Design to tell your story.
becksneale.co.uk

© inkshed design studio

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