Sony marketers go to work for small charities

 

There are many great small charities in the UK that provide incredible services and opportunities. But they often struggle to get the marketing support they need to grow their organisations and deliver more benefits to the people that need them most.

Through a new partnership between Pimp My Cause and the Sony Mobile Communications North European marketing team five great causes have been gaining just the marketing support they need to help them achieve their next level of impact.

In March the marketers brought their charity partners into their creative agency HeyHuman to let the agency creatives work their magic on the marketing and communications plans that the Sony groups began developing in October of 2014.

The charities and social enterprises that are gaining support from Sony are: Upbeat, a charity that supports people with mental health through music; Springboard for Children that provides one-on-one tutoring to improve child literacy; the International Refugee Trust that gives long-term support to refugees; SportInspired that connects children with a sport they love; and FABED that helps families with Eosinophilic conditions.

Tulloch Kempe, Chairman of Upbeat, said, “Our group of Sony marketers has helped us to expand our vision of what is possible for Upbeat and to realise that there is a much greater potential audience out there that has an interest in our work. And working with our team and the creatives at HeyHuman has greatly expanded our fundraising capacity for the year, which will have huge implications for the number of people that we can support who are suffering from mental health issues”.

Paul Skinner, the founder of Pimp My Cause, said “Sony has developed unique capabilities in marketing insight, planning and communication. Each group of Sony marketers has worked with their chosen cause to apply those capabilities to helping them to overcome the unique challenges facing their organisation”.

Catherine Cherry, the Marketing Director of Sony Mobile, North West Europe, said, “Getting the chance to work with these causes has been a great inspiration for our marketers. And applying their marketing skills in a new context has been a useful way to further develop the talent we have in our team”.

Katie Kurilecz, Communications and Fundraising Manager at the International Refugee Trust, said, “Our Sony team has helped us to refine our message and create a marketing plan that we can put into action to engage new donors. This work will make a huge difference to the refugee families that desperately need our support”.

Sony now plans to make the Challenge an annual event, which opens the doors for many more charities to benefit.