Content Marketing for the Third Sector

When people explain the use of content marketing, the definition is closely followed by the question ‘who uses content marketing?’. The typical reply consists of industries such as the finance industry, or automotive, or travel, but the use of content marketing in the charity sector has been rising. Many not for profits are using content marketing to their advantage to raise awareness of their aims and create an affinity with people to encourage donations, or attend fundraising events.

However when the core aim of an organisation isn’t profit, as is typical with many content marketing campaigns, the whole process of content marketing is different.

We’re hosting a panel discussion with well-known charities and content marketing agencies behind some fantastic content marketing charity campaigns, to explore these differences to a profit-driven brand, and discuss why content marketing is so important for the third sector.

Event Speakers

Kathi Hall

Head of Brand & Content Strategy, Age UK

Kathi Hall is Head of Brand & Content Strategy for Age UK, the leading charity for older people in the UK. She joined the charity nearly four years ago, after a long and fruitful career in magazines, newspapers and agency land, starting her career at John Brown, and working at The Scotsman, City AM, Seven, and Ogilvy, among others.

Adam Millbank

Director, JonesMillbank

Bio written by Elsa (animator at JonesMillbank) “Interview-master and Portuguese tart-obsessive. Embarrassing dad joke giver. Easily mistaken as artificially elongated. Random fact lover. Questionable dancer. Hand-cut chips master. Talks the talk and walks the… Grinch.”

Adam Millbank is a Director of JonesMillbank, a production company that has had the pleasure of filming around the world for a vast range of audiences, brands and uses. Their clients include The Royal Mint, Battersea Dogs & Cats Home, Bath Ales, Child.org, and the NHS. Adam is passionate about the power of story as an informative persuasion tool and from his background in documentary filmmaking he understands the importance of audience and a human approach to content creation. JonesMillbank have partnered with several charities both directly and as part of projects they create for non-charity clients.

Andy Barr

Co-Founder, 10 Yetis

Andy is a 20-year veteran (no, really) of Content Marketing, Social Media and Online Public Relations campaigns. He has worked for the likes of Unilever, AXA and FirstGroup in-house. He co-founded digital agency 10 Yetis – pioneers in cross platform and content marketing ’cos he thought it would be easier than working in house. He was wrong. They have worked with clients including National Trust and WaterAid.

Nikki Wright

Head of Fundraising and Communications at Air Ambulances UK

Nikki has 20 years' experience delivering impactful results for organisations including senior roles with globally recognised iconic brands such as the life-saving air ambulance service, Royal Air Force Red Arrows, Guide Dogs, Hearing Dogs for Deaf People, Aston Martin Owners Club as well as both Porsche and Saab Cars Great Britain. She has success within the charitable, not-for-profit and commercial sectors in all aspects of branding and communications strategy from vision, insight and conception to budgeting, planning, implementing, reporting and evaluating.