I’ve been pretty busy since setting up as a marketing and digital communications consultant this summer. I’m lucky enough to have worked on some brilliant projects and you can find out more about how I can help here.
With that in mind, I’d like to share what I think are the essential ingredients for a fantastic consultancy project, one which can help a charity achieve its goals, add value and kick start things with new ideas.
- A clear briefing. In an ideal world a charity will provide this to the consultant. However, charities are understandably sometimes too busy to do this and a consultant needs to be able to ask the right questions to understand what’s required and then summarise it in a short proposal document. It should include deadlines, budgets and deliverables. This will help get everyone on the same page from the start which will make for a smooth and successful piece of work.
- Agree expectations. Now everyone’s clear about the key points for the project, other details need to be nailed down. Things like who the main points of contact on either side are, if key people work part time, best methods of communication etc. These may seem like small details but it’s useful to find out about them upfront, rather than on the day of a deadline.
- Listening. I’m a great believer that both the consultant and the charity should listen to each other and be alive to new approaches. The right consultant can set the tone for this from the first meeting by asking lots of open and thought provoking questions.
- Get to know the organisation. Whether it’s familiarising yourself with the organisational strategy and brand or meeting the team, I’d advise all consultants to find out as much as they can about their client. I once worked with an amazing charity who offered me a quick tour of their offices before our kick off meeting. It gave me a sense of the organisation’s culture. I could see how ambitious and motivated they were so I put together some bold and exciting communications advice for them, which they were very happy with.
- Get a consultant with good contacts. Speaking as someone who used to hire consultants as part of my previous role as a national charity’s head of marketing, I always did due diligence on their network. A consultant with excellent contacts can increase the impact of the project and open doors. This is particularly important for press work. In my last job I wouldn’t hire communications consultants without strong relationships with journalists.
- Make the most of having an external perspective. A consultant is a fresh pair of eyes for a charity, and they may have other valuable insights to offer too. Consultants are lucky enough to get an overview of the charity sector (and perhaps even the public and corporate worlds, depending on their clients and background). I’m always happy to discuss my views on the market that the charity operates in.
- Build a relationship for the future. If things have gone well, then you might end up working together again. Even if there aren’t any immediate projects on the horizon, it’s nice to stay in touch. You may be able to help each other out with ideas, contacts and resources.
That’s my take on what makes a great charity consultancy project. What’s yours? Why not share your ideas below?
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