Postcode Lottery and the7stars have joined forces to bring 100 charities together to share media and marketing expertise, as part of the Beyond Funding initiative to support and strengthen partnerships and the wider sector.
The new event, which took place earlier this week, is designed to give organisations access to specialist media expertise, audience insight and practical support to help grow their reach and impact.
The session brought together charities ranging from nationally recognised organisations, including Campaign Against Living Miserably (CALM) and The Wildlife Trust, to local and regional charities such as Children North East for an afternoon of learning and knowledge sharing.
Led by experts from across the7stars’ strategy, insight, planning, technology and transformation teams, the session explored some of the biggest issues currently reshaping media and marketing, including how charities can navigate an increasingly fragmented media landscape, build their brands effectively and understand the impact of AI and changing audience behaviour.
With charities facing increasing pressure on funding and resources, the ability to reach and engage audiences effectively increasingly important. The aim is to help organisations better understand the changing media environment and apply that knowledge to their own marketing challenges, while creating a forum for charities to share experiences and learn from one another.
The7stars managing partner Helen Rose said: “Charities have some of the most important stories to tell, but navigating today’s increasingly complex media landscape can be difficult, particularly when time, budgets and resources are under pressure.
“As an industry, we have a huge amount of knowledge about audiences, platforms and how people discover and engage with brands. This event is an opportunity to open up more of that expertise to organisations doing vital work across the UK.
“We want charities to have practical ideas and a better understanding of how they can use media and audience insight to make their voices heard and their investment work harder.”
Media and communications support is just one element of Postcode Lottery’s developing Beyond Funding initiative. Existing support includes media amplification, connecting charity partners with parliamentarians and sector stakeholders, ambassador and celebrity partnerships, speaking and networking opportunities at conferences, and helping smaller organisations access communications opportunities that can extend their reach to national audiences.
Postcode Lottery head of charities Laura Chow added: “The financial support made possible by our players is at the heart of what we do, but our relationship with charities goes far beyond funding. We also want to create opportunities for the organisations supported by our players to build connections, share knowledge and access expertise that can help them become stronger and more visible.
“Charities are operating in a tough environment, where every pound and every opportunity to reach new supporters matters. By working with the7stars, we can open up access to some of the expertise and insight that major advertisers benefit from every day, and explore how charities can apply that thinking to grow their reach and ultimately their impact.
“As we develop Beyond Funding, we want to explore more opportunities for our charity partners to come together, learn from experts and from each other, and explore some of the challenges and opportunities they face.”
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