More than 50 Irish charities and not-for-profit organisations have taken part in a free marketing and communications event hosted by Core aimed at helping the sector make a bigger impact with the marketing communications in  an increasingly competitive media landscape.
The Core for Good: The Charity Playbook event brought together organisations including ALONE, Barnardos Ireland, Belong To – LGBTQ Youth Ireland, Focus Ireland, FoodCloud, Polio Survivors Ireland, the Irish Heart Foundation, Oxfam Ireland, Jigsaw, Make-A-Wish Ireland, the Samaritans,  Women’s Aid and the Dublin Simon Community.
The event was developed specifically for charities and not-for-profits operating with limited budgets, time and resources and focused on practical ways to improve the effectiveness of their marketing and communications activity.
Core said the event was also designed to give charities an opportunity to share experiences and discuss common challenges facing the sector.
A series of sessions led by specialists from Core examined three key challenges facing charities: how to be seen in a crowded media environment, how to build trust and credibility with audiences and how to ensure organisations can be found as search and online discovery increasingly shift towards social platforms and generative AI.
Jen Walsh, digital board director at Core, outlined changes in media consumption and the growing competition for audience attention, as well as the importance of maintaining visibility.
Andrew Murray, director of social content experience, examined some of the lessons charities can draw from effective consumer brands, including the importance of distinctiveness, consistency and creating content capable of generating attention.
Meanwhile, Nia Gallagher, creator marketing client manager, discussed how creators and user-generated content can help charities become more relatable and credible, including ways organisations can work with creators without requiring large influencer marketing budgets.
Elsewhere, Alice O’Leary, digital business director, provided guidance on maximising limited paid social media budgets, including selecting campaign objectives and audiences, using first-party data and focusing measurement on meaningful outcomes.
Finally, Jack McLoughlin, senior SEO client manager, also addressed the changing nature of online search and the growing influence of generative AI platforms.
The initiative forms part of Core’s wider “Core For Good” programme, through which the marketing communications group shares the expertise of its staff with organisations and making a positive contribution to communities around Ireland.
Core said that by providing charities with access to marketing expertise, industry insights and practical tools, it hopes to help organisations make better use of their available resources and ensure their work reaches stakeholders, supporters and people who need their services.
