16 June, 2016

Small Charity Week (13-18 June) is an opportunity to reflect on the incredible work done by some of the smallest organisations in the sector.

In a world where bigger is often considered better, it’s easy to overlook the work of organisations run by small teams with modest turnovers, and without the resources of big charity ‘machines’.

But, through our recent work with the amazing charity Birth Companions, we’ve been reminded of the power of small. Instead of being a negative, modest size can often be a real positive, particularly when it comes to comms and PR.

Here’s a reminder of how small charities can use their size to make a big impact:

1. Be the expert – Rather than working at arm’s length, being part of a small charity often means you’re closer to the action. You understand the needs of your beneficiaries, the challenges they are facing and how they are changing over time. Use this to your advantage and keep an eye on trends. Build anecdotes about the service users you come across into your media and marketing materials. Authentic story telling is what it’s all about.
2. Stay focused – A good comms strategy is tied to wider organisational objectives, so it doesn’t just serve its own purpose, but those of the charity. No one knows those better than you and your team. A clear comms strategy with measurable objectives will keep you focused on what you’re trying to achieve, and the best way to do that, ensuring no efforts or resource go to waste.
3. Keep it personal – Good PR is all about building relationships and journalists love to know they can come to you for comment. As a small charity, having good relationships with a handful of trusted journalists who understand your organisation will set you in good stead and will make achieving quality coverage much easier.
4. Be nimble – Free from the challenges of large teams and disparate departments who don’t talk to each other, you’ll find that decisions get made faster and sign-off is easier, which means you can be more responsive, not only in dealing with the media, but in reviewing your activity and adjusting it if it’s not achieving what you need it to.

Let us know about your experience of comms at small organisations.