Charities and non-profit organizations offer more than services to those in need: they work to educate the general populace on the issues. Increasing awareness and education can help establish societal change that goes far beyond an increase in donations. With a well-established educational campaign, charities and NGOs can work to inspire systemic and policy change that will help make the world a better place.
Here is a guide on the nature and benefits of educational campaigns, and how to run one successfully.
What is an Educational Campaign?
An educational campaign is a marketing initiative aimed at educating the public on a particular issue, cause, or service. The campaign’s primary goal is to raise awareness, change behavior, and promote action related to the topic or issue. An educational campaign can take various forms, such as social media, email marketing, videos, podcasts, events, and more.
What are the Benefits of Educational Campaigns?
Educational campaigns provide several benefits to charities and non-profit organizations:
- Increased awareness: Educational campaigns raise awareness about a specific topic or issue, leading to increased support, volunteers, and donations.
- Positive behavior change: Educational campaigns can influence public behavior and promote positive action related to the topic or issue. They can also help those in need find and access the resources they’re looking for.
- Thought leadership: Educational campaigns position the organization as a thought leader and expert in their field, leading to increased credibility and trust among the public.
How to Run an Educational Campaign
Running an educational campaign requires careful planning, execution, and evaluation. The following steps will help you understand the overall process, but keep in mind, if you don’t have the resources to commit you’ll want to bring in professional help. Professional help doesn’t necessarily have to cost an arm and a leg, either. Google, for example, offers a grant of up to $120,000 for the year for use on their PPC service. This can cut down on the cost significantly, and a digital marketing agency can help unlock your ad grant and get the ball rolling all at once.
Running a successful campaign includes the following steps:
· Define Your Goals and Target Audience
The first step in running an educational campaign is to clearly set out your goals, how achievable they are, and what you need to do to reach them. A good way to test if your goals are achievable is to use the SMART metric. Not only that, but your content and campaigns should be specific to the topic or issue you are educating people on.
· Develop Your Message and Materials
The second step is to develop your message and materials. Your message should be clear, concise, and resonate with your target audience. Develop materials such as brochures, videos, posters, social media posts, and more that support your message and engage your audience.
· Plan Your Campaign Activities and Channels
The third step is to plan your campaign activities and channels. Identify the best channels to reach your audience, such as social media, email, events, or school presentations. Plan your campaign activities, such as webinars, workshops, contests, or challenges that will engage your audience and achieve your goals.
· Implement and Monitor Your Campaign
Next, you’ll need to implement and then monitor the campaign. Ensure that your campaign materials are distributed on time and that your activities are carried out as planned. You’ll then want to monitor and evaluate your campaign as it unfolds. Do this by determining whether you have achieved your goals and evaluating the impact of your campaign on your target audience. Use metrics such as website traffic, social media engagement, and donations to measure your campaign’s success.