The Butterfly Skin Charity

Specialist fundraising hire to strengthen individual giving at a national charity

Debra, The Butterfly Skin Charity, operates in the not-for-profit sector, where resources are often limited. The lack of resources across the sector proves to be a challenge for many organizations who need to maintain their reach, engage and connect with a diverse audience, and secure vital funding. Effective marketing and communications is the linchpin for non-profit organizations. They need to engage their audiences and connect their missions with a broad community of supporters.

In a landscape where many charities grapple with a lack of funding, the pursuit of building brand awareness takes center stage. The competition to enhance relationships with existing donors, while reaching new supporters, shows how important marketing functions are within charities. This is evidenced by the charity media spend in 2023 vs 2022 which increased by  28% across the UK.

Marketing and communications, in this context, directly impact growth and act as driving forces behind overcoming budgetary constraints, compelling narratives, conveying profound impact, and inspiring action. All of which propels organizations closer to their goals of positive change and social impact.

We are thrilled to share a recent case study illustrating how our Marketing and Communications experts have played an instrumental role in establishing a Digital Fundraising function that is central to Debra’s national growth.

Our Client

Our client, DEBRA, The Butterfly Skin Charity, holds a pivotal role in providing essential national support to individuals confronting the daily challenges of rare and intensely painful genetic conditions known as Epidermolysis Bullosa (EB). These impacted individuals and their families depend on DEBRA for crucial assistance and guidance. As DEBRA worked towards its growth trajectory and journey to expand its reach and impact, it became abundantly clear that strengthening its Marketing & Communications function was a strategic priority.

Whilst raising brand awareness to connect with a wider audience was vital, the challenge extended beyond conventional marketing. It required the delicate ability to communicate sensitively about the complex world of skin conditions, along with the distressing medical subjects that individuals with EB confront daily.

To address this challenge and grow their team, the charity turned to our specialist Consultant for support after a disheartening experience with previous recruiters. The organization required support to identify and screen candidates able to effectively communicate about sensitive topics.

The Solution

Our team’s strategic approach involved suggesting meetings with candidates we felt were qualified for the role. Here, the team emphasised the importance of in-person interactions over how a candidate would be perceived on paper. For the Digital Fundraising role, negotiations were required when the offered candidate sought more money, but our team successfully navigated this, with both client and candidate happy with the package. After this placement, Debra followed up with an opportunity as a Communications Officer, in a team that consisted of two digital fundraising specialists, three directors, and additional specialists in graphic design and social media.

Thorough screening in this process was crucial due to the sensitive nature of the subject matter, requiring candidates with the right skills and understanding of the charity’s mission. The team maintained transparent and regular communication, a stark contrast to their previous experience with other agencies and ensured a smooth, efficient recruitment process.

The Result

The impact of the hires was profound, leading to a significant uptick in Debra’s marketing and communications effectiveness. The team went from feeling overwhelmed and overworked, to working efficiently and successfully, without the pressure of limited resources.

The team’s personal and collaborative approach, including joint interviews and salary negotiations, strengthened the partnership and hiring strategy within the business. Debra now boasts a complete and cohesive team, exploring new digital fundraising opportunities within the expanding area.

Through effective marketing and communications, the organization has gained has over 3,800 members. That increase is due to their national reach push, with over 370 staff and 1000+ volunteers who support the organizations’ initiatives. This has enabled the organization to continue their fundraising and become pioneering researchers investing over £20 million in projects to support those living with EB.

Don’t just take our word for it…

“Merrifield Consultants specialist Marcomms team transformed our digital fundraising and communications functions. They provided top-quality talent who have consistently addressed sensitive subjects with heart and understanding. The team were transparent in their communication, highly efficient, and have continued to collaborate with us leading to remarkable results. This in turn has had a profound impact on our marketing and communications. We’re excited to explore new opportunities, and we highly recommend Merrifield Consultants to any not-for-profits looking to grow their Marketing and Communications Function.