Influencer marketing: what could it do for your charity?

North West networking group
11 September 2019
13.30 - 16.00
CharityComms members / corporate partners*: free
Non-member charities: £30+vat
Corporate/public sector*: £60+vat

*There is a maximum of four places for corporate partners/corporate organisations at this event (one per organisation) due to limited space

Creative Concern
Fourth Floor, Fairbairn Building
72 Sackville Street
M1 3NJ

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Influencer marketing has grown massively with top social influencers commanding huge audiences with fees to match.  All the big brands are doing it. But how critical is it to align your organisation with influencers online?  Do you have to pay them? What are the pitfalls and what’s the potential?

Charities, like all brands, have a lot to gain (and lose). Your cause could connect with vast and loyal audiences, perhaps at very little cost.  But it’s not something to do without careful planning and like anything else, there are ever-smarter ways to go about it. 

13.30 - 13.45
Registration and refreshments
13.45 - 13.50
13.50 - 14.10
Influencers: an introduction and some top tips for charities

What exactly do we mean by an influencer? What tips will help your organisation avoid some of the common pitfalls? Helen will talk through some digital influencers who are really making strides for a cause by broadcasting their own experiences.

Helen Stevenson, Head of Partnerships, Reason Digital 

14.10 - 14.30
Charity case study 1:

Ellie Dawes recently developed and delivered’s first UK Aid Match campaign, Team Mum. Delivered through a grassroots network of 120 influencers and brands in the parenting space, Team Mum raised over £500,000, smashing the small charity’s target and reaching a whole new audience. Ellie spent a rainy weekend at Boardmasters festival with two teenage YouTube stars, so you don’t have to. She’s had a steep learning curve working with influencers over the last 3 years. By sharing real examples, she will share her pitfalls to avoid, and tips on how to turn those shares into donations. 

Ellie Dawes, Communications Manager,

14.30 - 14.45
Networking and refreshment break
14.45 - 15.05
Working with influencers: what can charities learn from the corporate sector?

In this session, Tom will explain how some of these brands have used influencers, what the ingredients are for campaign success and explore what charities might be able to learn from them.  He’ll also share ideas for some of the free or low-cost tools and resources which are out there to help you.

Tom Peters, Head of Talent, Social Chain

15.05 - 15.25
Charity Case study 2: APOPO

Robin will be sharing his experience of working with influencers in particular how influencer Minae Noji brought a quirky approach to the cause when he worked for the charity APOPO.  He’ll explain how their campaign “Rethink Rats” reached 20 million people with no direct expenditure, how he identified Minae as an ambassador and what the impact, successes and challenges were.

Robin Toal, Digital Coordinator, at MAG

15.25 - 15.40
Breakout discussions
15.40 - 16.00
Speaker panel Q and As

If your charity has experience to share in this area and you are interested in getting involved in this event, or a future one, please contact Vanessa at CharityComms.

More details, including speakers and venue, will be available shortly.  

About the North West networking group

The North West networking group is a network of comms professionals working in UK charities and not-for-profit organisations in the North West of England.

Meeting three times a year in Manchester, each event focuses on a different comms topic with presentations, group discussions and networking. These events are a great opportunity to meet your peers, compare notes on workplace practices and share successes, ideas, challenges and inspiration. The group is designed to encourage networking and peer-to-peer support, sharing issues in a ‘safe’ and relaxed environment.

If you’d like to be added to the North West networking group mailing list please email Lauren.

If you’re interested in sponsoring the North West networking group, presenting at a future event or joining the steering group, please email Vanessa.

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