Cancer Research UK’s new director of brand, marketing and PR, Anthony Newman, has big plans to overhaul the charity’s brand and marketing strategy to embed a direct response call to its audience via all its future communications.
The charity wants to explore Near Field Communications (NFC) and digital out-of-home (OOH) marketing in more depth. Newman even predicted that NFC could replace cash donations via its bucket collections, as consumers continue to adopt contactless technology.
Cancer Research UK recently trialled accepting contactless card donations via four of its shop windows. Newman said: “It’s a great way of engaging the public and that trend of digital outdoor and near-field contact coming together is really exciting for advertising as a whole but also for the [charity] sector.
“A chunk of income for this organisation is very generously donated by people putting money in buckets, but we can’t create any type of relationship through that. NFC has the potential to create longer relationships. It doesn’t automatically, because the rules aren’t if someone pays by NFC you gather all of their data, but that kind of the technology in the future is going to allow us to do direct marketing in different ways that we’ve done in the past.”
The charity will begin to roll out the new strategy as soon as the planning process is completed in around six months’ time.
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