Charity Messaging

Every charity has a great story, but many struggle to tell it. IE helps charities articulate who they are, what they do and why people should care, in words supporters understand and remember. Clear messaging is the difference between being understood and being overlooked.

Charity Websites
Services

We help audiences to understand your charity through:

Brand research

Messaging audits

Messaging workshops

Core proposition / boilerplate / elevator pitch

Audience segmented messaging

Brand personality and tone of voice

Straplines

Brand storytelling

Messaging matrices

Calls to action

Copywriting

Campaign messages

Messaging guidelines

Messaging training

CHIPS

We take sides. Both sides.

Brand Charity

Resuscitation Council UK

Spectator to saviour

Brand Charity

StreetGames

More than just sport

Brand Charity

Innovista

Supporting Christian leaders

Brand Charity

Eikon

Helping young people in Surrey

Brand Charity

Actors' Trust

Acting for Impact

Brand Charity

Insight

View more

Creative

IE Welcomes the ‘Anti-Placement Placement’ to the Studio

Amber Charlton

Technical

Choosing a CRM: Why Your Website Integration Strategy Should Come First

Nathan Powis

IE News

Try our FREE online Brand Audit Tool

Dave Crichton

View more

Best Charity Website for Family Action

Resuscitation Council UK, Bronze for Best Visual Identity for Healthcare

Sexwise, shortlisted for Best Brand Development

“The key thing has always been to reach even more people in the industry who are struggling, and we are confident our simplified messaging, new website and more engaging identity will all help us to achieve this.”

Victoria Sutton, Marketing & Communication Manager, The Insurance Charity

FAQs

What is a core proposition?

It’s a single statement that tells the world who you are, what you do and why they should care, in as few words as possible. Many charities find it really difficult to sum up their complexity in a single paragraph, but it’s absolutely essential for busy audiences in a noisy world.

Why do charities find messaging so difficult?

Usually because they want to tell the world everything and can’t decide on priorities. People inside an organisation also find it hard to step back and see themselves as outsiders do. We bring objectivity, research and experience, helping you cut through complexity to the few things your audiences genuinely need to know.

Do we need a strapline?

Not necessarily. A strapline can help if your name isn’t very descriptive, or can add some marketing energy that makes you more memorable. But avoid clichés. If your strapline could apply to almost any other charity – something like ‘working for a brighter future’ – it isn’t helping. If it doesn’t make you more distinctive or descriptive, it’s better avoided.

What’s the difference between key messages and tone of voice?

Key messages are what your audiences need to hear, which is often different from what you want to tell them. Tone of voice is how you say it: formal or friendly, clinical or conversational, energetic or easy-going. Together, they make sure everyone who writes for your charity – from your chief executive to volunteers and copywriters – sounds like they’re speaking with one voice.

Can messaging really impact results?

Yes. If beneficiaries don’t understand what you do, they’ll never know your service is for them. And if supporters can’t see why you need their help, and how their money will be spent, there’s no shortage of other worthy causes they’ll choose to support. Strengthening your charity messaging is one of the most valuable investments you can make.