Episode 48
How to build your brand during a cost of living crisis
We talk to Donna White, Senior Head of Digital and Youth Marketing at The Prince’s Trust
When times get tough the first thing that gets cut is often the marketing budget. So when we heard that The Prince’s Trust was taking a creative approach to digital marketing during the cost of living crisis we had to find out more.
We first met Donna White, Senior Head of Digital and Youth Marketing at The Prince’s Trust when she gave a brilliant presentation about her team’s work at the Charity Digital conference. So we invited her onto our podcast for a longer chat.
Donna describes how she and her colleagues are using digital to affirm The Prince’s Trust's place as a youth brand, reaching young people as well as older supporters and donors. We discuss her charity’s canny approach to digital marketing during the cost of living crisis, focusing on partnerships, and how they are using data to be as efficient as possible about where they invest their efforts. Donna also shares her advice on the age-old challenge of making the case for marketing as a strategic, not a service function.
We felt really inspired after talking to Donna. Her story shows that it’s possible to build a brand, achieve great results and be creative even when money is tight.
Many thanks to Donna for sharing her insights.
The Prince’s Trust https://www.princes-trust.org.uk/
We are delighted that this episode of Starts At The Top is sponsored by Arvato CRM Solutions. Arvato CRM Solutions designs and delivers award-winning customer service, business process outsourcing (BPO), and digital and intelligent automation solutions for some of the world’s most respected brands, as well as innovative charity and public sector clients. They partner with clients to help them define their customer experience and transformation strategies by implementing the right technology, people and processes to improve their customer journey, while driving new efficiencies and helping them prepare for the future. To find out more about how Arvato CRM Solutions could help an organisation like yours and to receive a free no-obligation chat visit their website.
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Editing and production from Syren Studios and Paul Thomas
Music by Joseph McDade https://josephmcdade.com/music
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