Charity comms

The Solicitors' Charity

Background

The Solicitors' Charity is dedicated to supporting solicitors during tough times, providing a safety net for legal professionals in need. Our vital services are made possible through the generous donations (usually by fellow lawyers). Despite common myths, not everyone in this profession is wealthy and it is possible for all people to face difficulties that life throws at you. For example, illnesses, accidents, deaths in the family can affect everyone.

Appealing to the niche audience of legal professionals presents the challenge of encouraging them to donate, seek support, or volunteer.

Creative approach

I created a new comms strategy with help from audience feedback via focus groups. Established brand persona, audience personas, budget and plan for the year ahead. I then introduce the hum, sing and show strategy by using the following approach:

Hum = Routine guest blogs, volunteer interviews, social media posts, PPC campaigns and newsletters segmented for different audiences
Sing = Regular appearances at charity conferences across the UK and roughly five press releases per year
Shout = Two large scale events taking place in the summer and winter along with subsequent press releases along with standard comms activities

Example press coverage

The Times - A third more solicitors seek charity help

"I collaborated with Martyn as a guest blogger for the Solicitors' Charity. He provided clear advice and direction in terms of content requirements to ensure the copy we created was inline with their target audience. Working closely together, he used his creativity to ensure the content created was visually eye-catching. The blog reached a wide audience with a high number of views and shares across several social media platforms.

Looking forward to work with you again soon Martyn on future campaigns."

Emma Louise O'Brian
Head of Career Coaching, Renovo