The Interactive Advertising Bureau (IAB) and media-backed charity UN LTD are working together to assist charities in marketing initiatives.
Galvanising the contribution of ‘in kind’ services from the industry to assist youth charities is why the UN LTD MENTOR program was launched.
The IAB had a remit to tap into the superb talent in digital to make a positive community impact. The meeting point has led to the creation of a joint venture to enable Australia’s youth focused not-for-profit groups to better market, engage and utilise all digital channels to improve their brand and DR activities.
The IAB undertook a survey across UN LTD’s 21 charity partners to identify core needs digital marketing, utilising social media and general online media education were the most common requests across the portfolio.
The program kicked off in Sydney last week with an initial dedicated full day workshop covering Digital Strategy, Search, Social Media, Mobile, Email and Measurement. The sessions were facilitated by leading industry specialists and attended by 30 individuals from the NFP sector.
Gailene Keen Development Director, from one of UN LTD’s most recent beneficiaries Be Centre, an organisation helping children to overcome emotional challenges through the use of play therapy said: “We would never have had the opportunity to get such an informative and inspirational training opportunity without the support of UN LTD and the IAB. We left with much improved insight into what we need to do to help build our brand.”
Carol Morris General Manager for UN LTD said: “The skills and talent of our industry is extraordinary in its capacity to build and grow success in the commercial world. With the IAB we are now availing these valuable skills to our charity partners who were hand-picked based on their ability to impact youth disadvantage in Australia. Many of our NFP’s value access to this talent as much as the cash grants that they receive from UN LTD. Acquiring these skills enables them to better run their own organisations, thus reducing the dependency on grants.”
Alice Manners CEO for IAB said: “IAB Australia is committed to addressing the digital skills gap in Australia and raising confidence levels in delivering digital marketing activity. Digital marketing is an ideal fit for the non-profit sector, as it can provide strong engagement on a limited budget and addresses the needs of non- profit’s such as fundraising, education, and membership services. It was encouraging to see all the participants walk away with new digital skills and strategies.”