The Crucial Role of Effective Branding for Charities

In the crowded forecourt of charitable organisations waiting to receive your donations, where worthy causes jostle for limited attention and increasingly limited resources, the significance of effective branding cannot be overstated. Just like any other business, charities must establish a compelling brand to distinguish themselves, attract support, and drive their mission. Having worked with a handful of old charities in 2023, we thought it would be helpful to look at the hows and the whys behind effective branding for charities.

First out of the hat is the ability to build recognition and visibility. It goes without saying that this is important for any organisation comprised of different people.  There will of course, be many people to whom your charity’s aims and objectives are relevant and close to their heart, but how well you communicate this is the difference between donations and engagement, and not. Recognition is a powerful tool in the competitive landscape of charitable giving. A well-established brand allows a charity to cut through the noise, making it more likely to be noticed and remembered.  Let’s look at a few of our favourites here:

  1. RNLI (Lifeboats) by Missouri Creative
  2. RNID by SomeOne and Dan Dufour
  3. JDA by Shuttlefish Studio

Trust and Cred

Trust is the currency of the charitable sector. Donors want assurance that their contributions will be used effectively and make a real difference. Trust always manifests in the same way;  when people feel connected to you, and like they belong with you and are safe with you, trust happens.  For a charity, the first two apply and the latter applies to their donation.  Connect with your audience, build a community around your brand and donors will feel their money is safe with you.

How you articulate your brand values and mission starts this and helps to assure donors that their support will be handled responsibly – people who give to charity benefit from seeing the specific good that their donation is doing. Trust is not only built through transparency in operations but also through the emotional connection that a well-crafted brand brings, resonating with the values of your supporters.

It's Story Time.  It’s Always Story Time!

Branding is all about storytelling and this is an area which all charities have a headstart on for-profit organisations.  Every charity has a unique story, a narrative that explains its mission, values, and the impact it aims to achieve – most were established at some point by a person with a story directly related to the mission. Communicating this story of origin is the first step, obviously, but of greater relevance to your future supporters is how this mission transposes into the here and now. Telling this story is essential, and using the origin-story is almost like a reference, an assurance that you know what you’re doing and your longevity proves that.

You should never stop telling stories (this goes for all of us btw!)  Consistent messaging, visual elements, and a cohesive brand identity rely upon it.  Charities can evoke emotions and create a connection with their audience like no other businesses and a compelling story not only engages people but also helps the charity maintain a sense of its own purpose. 

Attracting and Retaining Your Tribe

Branding is not just about attracting one-time donors; it's about building a community of committed supporters. A well-defined brand attracts like-minded individuals who identify with the values and mission of the charity. So talk to them! The sense of belonging we have already talked about is instrumental in helping one-time donors become long-term supporters and even advocates for your charity, bolstering those all-important fundraising efforts. The emotional connection established through effective storytelling encourages ongoing engagement with keen followers, who will begin to actively promote the charity within their networks.

Adapting to Changing Landscapes

In the ever-evolving landscape of charitable giving, adaptability is key. Effective branding provides a foundation for adaptability by allowing charities to evolve without losing their core identity. Whether responding to changing societal values, addressing emerging issues, changing a name to maintain relevance, even,  or adopting new fundraising strategies, a strong brand gives you that continuity and recognition, in an ever-changing marketplace of potential supporters.

So, to sum up – your branding is not a luxury, it is a strategic imperative. It goes beyond creating a visually appealing logo or a catchy tagline; it is about shaping perceptions and building trust with your supporters, and building that tribe of advocates. Charities that invest in their story, their identity – their brand -  position themselves for long-term success. The charitable sector continues to evolve, and the role of effective branding is - and always will be - vital in driving positive change and making a lasting impact on the causes that matter most.

At Shuttlefish, we have valuable experience in working with charities and not-for-profit organisations.  We understand not only the importance of telling the story in a relevant way, but how to do this alongside the everyday challenges that many organisations face.  If you’d like to talk about your organisation or just have questions about where to start, or where to go next, we’re here for you.  Arrange your discovery call today.

Testimonial Videos – Read this before making one

“Loyal customers, they don't just come back, they don't simply recommend you, they insist that their friends do business with you.”  So said Chip Bell.

95% of buyers say that reviews – positive or negative - affect their buying decisions and 90% of buyers who read positive customer success content claimed that it influenced their purchasing decisions, according to sources listed on the website www.wyzowl.com 

This rings a bell.  When you have received such value for money, you want to tell people.  People who feel listened to and heard will come back for more.  And over the last decade we’ve seen review and review sites explode onto the scene and become a standard part of any online sales process.  If you’re selling products, the variables are pretty constant across the experience:

With service-based businesses and reviews there are so many more variables involved.  The process is longer, and customer satisfaction can depend on many people and many events, even what kind of say someone is having on any particular day.  Therefore I tend to allow for more nuance in my reading of service reviews, looking for things I can identify with – Was a bad review just because of one person who has now gone?  Was the customer blatantly expecting too much? Have they given a 1-star review based on elements out of the provider’s control - and so on?  We all have different inherent rating levels in our heads too.  I have talked to people about this, and it’s not just me.  Friends and colleagues do the same.  If I’m buying clothes online, I generally want things to be 4.5 stars plus, if I’m downloading some app to view a sport I can’t get elsewhere, I don’t really care, I just want the facility and am happy to accept the substandard monopolisation of that content.  If it’s a show or a film, you’re always going to get lovers and haters so I always dive in to see if I can relate to any people in there, attaching a ‘believability weighting’ [see Ray Dalio – Radical Transparency] to reviews from people I feel affinity with – maybe they’ve liked the same films I like, etc.

All of this is both helpful and infuriating – I mean, come on Vinted, stop sending me confirmations and questions all the time and just give me the pants already. – but then who buys a product from Amazon with 2.5 stars from 300 reviews?  My gmail account is 90% full and I’m sure it is mostly needy corporations asking me to rate the shade of pink in the store carpets, or something.

In the intricate mind-melt of human existence, the importance of connection is a constant thread weaving through our emotional and psychological fabric. As explored in Sherry Turkle's "Reclaiming Conversation," genuine connections transcend the digital realm, providing a profound sense of belonging and understanding. Face-to-face interactions and authentic dialogues nurture empathy, empathy fosters relationships, and relationships are the bedrock of our emotional well-being. The resonating truth is that our shared experiences and conversations form the foundation of our humanity, shaping us into interconnected beings yearning for the warmth of understanding and the solace found in genuine human connection.

Alright, you say, that’s a bit much.  We’re just punting plumbing supplies?  It sounds a bit pretentious.  But sit and think about it for 30 seconds, it’s all true.  Basically, we’re humans, we’re social and we work best when we’re connected.  So, to make the most of our happy customers, let’s get them talking to our potential customers. 

Here at Shuttlefish Studios, we love making this kind of thing for clients.  The sheer joy of getting a group of people together who have loved their product, a happy supplier, and well – you get the picture…   BUT, we know that not everyone has this in their budget right now, and with a bit of trial and error and a few pointers from us, anyone can create an authentic client testimonial video with real impact. 

How to Plan Your Testimonial Video Using Only Your Phone

Now that you’ve decided to go for this, it's time to harness that influence and create compelling testimonial videos. You might be thinking, "Do I need a professional camera crew and studio lighting?" The answer is a resounding no. In almost every modern smartphone, you have a powerful tool right in your pocket to capture authentic and impactful testimonial videos. Here's a guide on how to plan your testimonial video using only your phone:

1. Identify Your Story

Before hitting the record button, identify the story you want to tell. What was the customer's pain point, and how did your product or service solve it? Encourage your customer to share specific details about their experience. Authenticity is key, so let them speak from the heart.

2. Choose the Right Setting

Select a quiet and well-lit environment for recording. Natural light works wonders, so if possible, position yourself near a window. Ensure there are minimal distractions in the background, allowing the viewer to focus on the speaker. The goal is to create a visually appealing and distraction-free testimonial.

3. Frame the Shot

Hold your phone horizontally to capture a landscape-oriented video. This ensures compatibility across various platforms and provides a professional look. Position the phone at eye level and frame the shot with the speaker slightly off-center, adhering to the rule of thirds. This adds a touch of visual interest to the video.

4. Mind the Audio Quality

While smartphone cameras have advanced significantly, the built-in microphones might not always do justice to the speaker's voice. Record in a quiet space to minimize background noise. If possible, use an external microphone to enhance audio quality. Clear audio is crucial for viewers to fully grasp the customer's experience.

5. Encourage Natural Speech

Guide your customer to speak naturally. Avoid scripted testimonials as they can come off as rehearsed and insincere. Provide a list of talking points rather than a verbatim script. This allows the speaker to express themselves authentically, making the testimonial more relatable to potential customers.

6. Keep it Concise

In the fast-paced world of online content consumption, brevity is key. Aim for a testimonial video that lasts between 1 to 2 minutes. This ensures that viewers stay engaged throughout the entire video and receive the essential information without losing interest.

7. Edit Thoughtfully

Most smartphones come equipped with basic video editing tools. Trim any unnecessary footage, add subtle transitions, and include captions if needed. The goal is to maintain a polished look without sacrificing the genuine nature of the testimonial.

8. Share Across Platforms

Once your testimonial video is ready, share it across various platforms – your website, social media channels, and email newsletters. Leverage the authentic voice of your satisfied customer to build trust and credibility with your audience.

And that’s about it.  The best bit about DIY marketing in the digital age is that if you screw it up, you can just do it again or try something else without spending much money.  There are loads of great examples of this and we’ve brough together some of those for you here.  We’ve also collated some stats on effectiveness too, so if you’re arguing for a marketing budget, take these with you!  Of course, if you’d like us to bring our customary wizardry to the project, get in touch.  It costs less than you think.

Great Testimonial Video Articles (off site)

https://www.wyzowl.com/best-testimonial-video-examples
https://www.smartkarrot.com/resources/blog/customer-testimonial-video-examples/
https://www.lemonlight.com/10-powerful-customer-testimonial-videos-done-right/
https://www.testimonialhero.com/blog/8-of-the-best-testimonial-videos-and-what-makes-them-great

Articles about Testimonial & Review Statistics (off site)

https://boast.io/20-statistics-about-using-testimonials-in-marketing/
https://cubecreative.design/blog/25-stats-about-using-testimonials-in-marketing
https://vocalvideo.com/resources/impact-of-video-testimonials-on-marketing/
https://www.marquiz.io/blog/online-review-stats

https://cubecreative.design/blog/25-stats-about-using-testimonials-in-marketing

https://vocalvideo.com/resources/impact-of-video-testimonials-on-marketing/

https://www.marquiz.io/blog/online-review-stats

Mission care

Christmas cards – a superfast history for your dinner party chat

The tradition of sending Christmas cards has long been a cherished part of the festive season, but maybe not for as long as you think. In their early years, these often beautifully designed pieces of artwork served as a means of conveying warm wishes, spreading holiday cheer, and connecting with loved ones across counties, countries and continents. Like everything made of paper though, in the 21st century, this age-old tradition is facing a significant transformation, with digital alternatives and changing consumer preferences reshaping the landscape of how we wish each other well in the winter months.

There are a few claims to be the first pioneer of the mass-produced card, and Queen Victoria is said to have send the first official card. The first commercial Christmas card dates back to 1843 when Sir Henry Cole, a British civil servant, commissioned John Horsley, a talented artist, to create a card with the purpose of encouraging social harmony and good will during the festive season. This early Christmas card featured a suitably festive design and a message of "Merry Christmas and a Happy New Year to You." Less than two decades later, Christmas cards were being mass produced and from then on, the number sent each year climbed and climbed, to a 2005 peak of around 1 billion cards sent and received (although this number could be as high as 8 billion!). The first recorded evidence of a Christmas Card being sent, though, is way back to Jacobean England, pre-civil war, with Shakespeare in his last few years The first known Christmas card was sent by Michael Maier – physician and alchemist - to James I of England (VI of Scotland) and his son Henry Frederick, Prince of Wales, in 1611.

Christmas cards have become more than just a piece of paper with a greeting; they represent a significant form of holiday nostalgia, self-expression, and connection. The act of selecting, writing, and sending Christmas cards has been a cherished tradition for generations. However, in the 21st century, several factors are contributing to the decline of traditional Christmas cards. During the Victorian age, an era of great change, innovation and experimentation, there were plenty of what we might today call ‘creepy’ Christmas cards. The combination of traditional artistry and sinister, surreal depictions can look everything from bizarre to unsettling, by today’s standards. Personally, I love them, so I’ve done a quick Pinterest for you here: https://www.pinterest.co.uk/tomthreadgill/christmas-cards/

The rise and total domination of digital communication and social media has made it easier than ever to send holiday greetings instantly. E-cards, social media posts, and text messages have become convenient and cost-effective alternatives to traditional Christmas cards. The immediacy and accessibility of digital options appeal to the fast-paced lifestyles of the modern era. Because of the digital domination though, a Christmas card can carry even more meaning. In a world where you can send greetings to anyone on the planet within seconds, a card takes time, thought and effort. Want to show someone you really care? Send them a card!

It might not seem like such a big deal given how much waste humans produce everywhere else for the rest of the year, but it’s amazing to think that by just laying the cards sold in the UK each year, end-to-end, they would go around the earth five times! That’s a lot of paper whichever way you look at it, and one third of them will end up in landfill. But e-cards still have an environmental cost (I hear you shout). Yes, they do. And lo and behold someone has taken the hard work out of this one for us –– albeit on behalf of an e-card provider... The long and short is that sending an e-card will release about 50g carbon into the atmosphere, whereas sending a traditional card will release around 140g.

Here are some digital alternatives for you to try this year.

https://bombbomb.com/

https://www.dontsendmeacard.com/

Embracing the authentic: the power of concept over production in video content

In the break-neck alternative world of digital media, the landscape of video content creation can seem like its constantly undergoing some sort of revolutionary shift. Gone are the days when high-end production quality was the ultimate benchmark for success. Today, the emphasis is on the concept and the message rather than the gloss of production. The influence is bleeding into TV advertising now too, with most of us being targeted online instead. The “New EE” campaign launched this month is a big-brand example of this. https://newsroom.ee.co.uk/ee-enters-new-era-with-biggest-brand-launch-in-a-decade/ - Not only does it focus sharply on every-day authentic situations, it captures them in the same way we do, every day, bringing it together in an ultra-slick fast tempo reportage, choreographed in lockstep with a selection of big, impactful beats and slightly-off-the-mainstream tunes.

The result is a really modern, relevant campaign that morphs and adapts brilliantly across TV, social. It looks like the people it wants to attract and from the look of it, that really is everyone.

But this isn’t ripped directly from a meme or grabbed-from-Youtube and adapted for TV footage (See We Buy Any Car’s latest earworm musical slogan https://www.youtube.com/watch?v=q2MgUylgAPo

This is big agency, big budget stuff, it’s great, and while it’s slick, evidently expensively researched and executed, the adverts don’t want to show you where the money’s gone, they want you to focus on watching people like you, filmed by people like you.

In fact, the more "smartphone" the footage is, the better. This paradigm shift reflects a growing audience demand for authenticity and relatability in the content they consume.

The Rise of Authenticity

In the not-so-distant past, professional-grade cameras, intricate lighting setups, and sophisticated editing were the keys to setting out difference – ‘we’ve spent money on this, look at those panoramas’ and even further back, having video marketing at all would have set you apart. YouTube et al have rewritten the rules. Audiences are now drawn to content that feels real, unfiltered, and, most importantly, authentic.

Smartphones are now at the forefront of this revolution. Their accessibility and ease of use have empowered creators to capture moments spontaneously, without the constraints of elaborate setups. The process of shooting, editing, lighting – everything – has been completely democratised and with it, the final say on what’s cool and what’s not. Brands follow trends now, they don’t create them. Connecting with your tribe is first about listening to them and now, watching their videos.

Add a dose of AI on top of that and the ability to quickly seek out patterns is like never before, and can be done in almost no time at all. This shift has given rise to a new breed of content that thrives on rawness and immediacy, breaking away from the polished facade that defined the previous era.

Concept Trumps Production

While production quality certainly has its place, the era of high production budgets as a guarantee of success for marketing has gone. Audiences are drawn to content that resonates with them on a deeper level – content that tells a compelling story or conveys a meaningful message. This marks a departure from the conventional wisdom that the more cinematic a video, the more successful it will be.

Consider the success of videos that have gone viral on platforms like TikTok. Nearly all of these videos are shot on smartphones, utilizing the limitations of the device to enhance rather than detract from the content. The focus is on the concept, the humour, or the relatability rather than the pixel-perfect production quality, to the point where the subpar quality does a full 180 into desirable attribute. It’s cray cray! This shift is a testament to the changing priorities of viewers who value substance over style.

The Democratisation of Content Creation

Smartphones have become the great equalizers in the world of content creation. (writer disappears briefly into a favourite-phones-I-owned-before-they-got-cleverrabbit hole – take a bow Nokia 6210) With a powerful - snoop-level-ten - camera in almost every pocket, anyone can become a content creator. This democratisation of content creation has given a voice to the masses, allowing individuals with unique perspectives and stories to share them with the world, for better or for worse.

This accessibility has sparked a renaissance in storytelling. Now, the success of a video is not determined by the resources behind it but by the creativity and authenticity embedded within it. This shift has forced established creators and brands to reevaluate their strategies, realizing that connecting with audiences requires more than just a polished exterior.

Breaking the Perfection Myth

The pursuit of perfection in video production often led to a sanitized and homogenized version of reality. Audiences today are hungry for genuine experiences that reflect the messiness and imperfections of life. Smartphone-shot content, with its occasional shaky cam or unfiltered lighting, captures the essence of the moment in a way that highly produced videos often miss.

This departure from perfection has implications for marketers and advertisers as well. Brands are finding success in campaigns that embrace authenticity, even if it means sacrificing the veneer of perfection. Consumers are more likely to engage with content that feels real, relatable, and aligns with their own lived experiences.

Adapting to the New Normal

It's imperative for creators, brands, and marketers to adapt to the new normal. Embracing the "smartphone aesthetic" doesn't mean abandoning quality altogether; it means redefining what quality looks like in the context of authenticity and relatability.

Creators should focus on developing compelling concepts, crafting narratives that resonate with their audience, and leveraging the immediacy that smartphones provide. It's about capturing the raw, unfiltered moments that make content memorable, rather than relying on the gloss of post-production enhancement.

The future of video content lies in its ability to connect with audiences on a personal and emotional level. The shift from production-centric to concept-driven content marks a turning point in the way we perceive and create videos. The democratization of content creation through smartphones has given rise to a new era where authenticity reigns supreme.

In this age, the success of a video is not determined by the pixels it boasts but by the impact it leaves. Creators, brands, and marketers who embrace this shift and prioritize meaningful concepts over flashy production will find themselves at the forefront of a new era in digital storytelling—one where authenticity is the key to capturing hearts and minds.

As we navigate this evolving landscape, let us remember that the power of a story lies not in its gloss but in its ability to resonate, inspire, and connect. The era of the smartphone aesthetic is here to stay, and it brings with it a promise of genuine, unfiltered storytelling that transcends the boundaries of traditional production norms.

Are you interested in shooting better video? Talk to us

Click here to book your free 30 min Chemistry Call

Goring Care

Shuttlefish Creative now Shuttlefish Studio

London, UK. 1st August 2023 – Formerly Shuttlefish Creative, the newly named Shuttlefish Studio Ltd is moving ahead with some exciting professional and cultural changes. This progress comes in the wake of Stephen Fourie, the new Managing Director, acquiring the company. With over a decade of experience and an extensive portfolio, Stephen is poised to guide Shuttlefish to even greater success. Celebrating this thrilling new chapter, the company has also debuted a sparkling new website which can be found here.

One of the most significant changes is the shakeup in management. The company is confident this new direction will fine-tune their operations and draw attention to their already impressive track record.

Stephen Fourie is thrilled about joining the team and shares his motivations for the acquisition: "Ever since my early work days, I've been fascinated by the nuts and bolts of business operations and the pivotal role of a strong culture in improving overall performance. Now, almost two decades later, I'm excited to be building a portfolio of creative businesses with a spotlight on the culture driving them. The 'branding from the inside out' philosophy of Shuttlefish resonates with me perfectly. I can't wait to empower individuals and build amazing teams with this great company."

With two decades’ experience, Stephen has been a reliable "right-hand man" to companies looking to boost their revenue. His expertise spans strategic planning, financial management, operations leadership, process improvement, and more. You can learn more about Stephen's work here.

For Shuttlefish, ensuring the smooth running of the organisation and the welfare of the staff during the acquisition was paramount. The goal was to keep changes to a minimum, allowing the existing team to continue doing what they do best.

With Shuttlefish and Stephen sharing a common vision, their focus is already on nurturing workplace culture and reflecting this in their projects. Central to Shuttlefish's ethos is the encouragement of self-belief and personal growth among the employees.

Shuttlefish Image of our team

"Creating an environment where teams understand themselves as individuals first, lets their true abilities shine," says Tom Threadgill, Creative Lead at Shuttlefish Studio Ltd. "A healthy business culture fosters employee engagement, motivation, and a sense of belonging, leading to increased productivity, job satisfaction, and retention rates. Conversely, a negative or toxic culture can have the opposite effect. That's why we believe in the importance of cultivating and maintaining a positive business culture for long-term success and sustainability."

Shuttlefish Studio Ltd recognises the benefits of a diverse workforce. A mix of ages brings different perspectives and promotes innovation, both of which are invaluable to a business in today's rapidly changing market. Understanding the unique needs of each demographic is key to bringing out the best in everyone. With inclusivity being central to Shuttlefish's values, everyone feels welcome on the team and is encouraged to be their best selves.

More about what Shuttlefish does

Shuttlefish's passion extends to their sub-brand, Care Studio, which provides creative packages for some of the UK's largest nursing homes. This work aligns beautifully with the company's overall goals and demonstrates their empathy, both as a business and as individuals. In addition, they offer branding services to a wide range of clients from restaurants to estate agents.

They are also embracing AI, a rising trend in creative industries. While mindful of the potential drawbacks, Shuttlefish is keen to harness the benefits of AI, but without losing the essential human touch in their work.

VSCC

What are CRMs and why are they important?

CRM stands for Customer Relationship Management, which is a strategy and set of practices that businesses use to manage their interactions with customers and potential customers. A CRM system is a software platform designed to help businesses manage their customer data, track interactions with customers, and automate various aspects of the customer-facing process.

A CRM system typically includes a database that stores customer information, such as contact details, purchase history, and communication preferences. It also provides tools for managing and analyzing customer interactions, such as lead and opportunity management, customer service and support, marketing automation, and sales forecasting.

By using a CRM system, businesses can improve their understanding of their customers, personalize interactions, and provide better customer service. They can also track sales and marketing activities more efficiently, identify areas for improvement, and make data-driven decisions based on customer insights.

A good CRM system will help you build stronger relationships with customers, streamline processes, and ultimately drive growth and revenue.

What Are The Best CRMs on The Market?

There are many CRMs available on the market, and the best CRM for your business depends on your specific needs and requirements. Here are some of the most popular CRMs, based on their features, ease of use, and customer reviews:

  1. Salesforce: A popular cloud-based CRM that offers a range of features, including lead and opportunity management, marketing automation, customer service and support, and analytics.
  2. HubSpot: A popular all-in-one CRM and marketing automation platform that offers a free version with basic features and paid plans for more advanced features.
  3. Zoho CRM: An affordable cloud-based CRM that offers features such as lead management, sales forecasting, and marketing automation.
  4. Pipedrive: A user-friendly CRM with a visual sales pipeline that helps sales teams manage leads and deals more efficiently.
  5. Freshsales: A CRM with AI-based lead scoring and sales forecasting, as well as features for lead management, email tracking, and analytics.
  6. Microsoft Dynamics 365: A cloud-based CRM that integrates with Microsoft’s suite of business tools, including Office 365, and offers features for sales, customer service, marketing, and operations.

Each CRM has its own strengths and weaknesses, and it’s important to evaluate your business needs and try out different options before choosing the one that’s right for you.

Will these work for my business specifically?

Yes, most likely these will work with your sector.  However, there are industry-specific CRMs that are tailored to meet the unique needs of different industries. These CRMs typically offer industry-specific features, workflows, and integrations that are designed to support specific business processes and enhance productivity.

Here are some examples of industry-specific CRMs:

  1. Real estate CRM: CRMs designed for real estate agents and brokerages offer features such as lead capture and management, property listings management, and transaction management.
  2. Healthcare CRM: CRMs designed for healthcare providers offer features such as patient data management, appointment scheduling, and referral management.
  3. Nonprofit CRM: CRMs designed for nonprofits offer features such as donation tracking, donor management, and volunteer management.
  4. Legal CRM: CRMs designed for law firms offer features such as case management, document management, and billing.
  5. Hospitality CRM: CRMs designed for hotels and restaurants offer features such as guest data management, reservation management, and loyalty program management.

Industry-specific CRMs can be a great option for businesses that want to streamline their operations and improve their customer relationships. By using a CRM that is specifically designed for their industry, businesses can benefit from features and integrations that are tailored to their needs, and improve their efficiency and productivity.

How Much Should I Pay For A CRM?

The cost of a CRM system can vary widely, depending on the size of your business, the features you need, and the type of deployment (cloud-based or on-premise). Here are some general guidelines for the cost of CRMs:

Free: Some CRMs offer free plans with basic features, which can be a good option for small businesses or startups with limited budgets.

Small business: For small businesses, cloud-based CRMs can range from £10-£50 per user per month, depending on the features included.

Mid-sized businesses: For mid-sized businesses, cloud-based CRMs can range from £50-£150 per user per month, depending on the features included.

Enterprise: For larger enterprises, the cost of a CRM system can vary widely, depending on the number of users and the complexity of the system. Some enterprise-level CRM systems can cost thousands of pounds per month.

In addition to the monthly or annual subscription fees, businesses may also incur additional costs for implementation, customization, and integration with other systems.

The cost of a CRM system depends on many factors, and it’s important to evaluate the features and benefits of different options before choosing the one that’s right for your business. It’s also important to consider the long-term costs of a CRM system, including training, support, and maintenance, in addition to the upfront costs.

What is company culture and why does it matter?

Company culture refers to the shared values, beliefs, attitudes, behaviours, and practices that shape the work environment and influence how employees interact with each other and with the organization as a whole. It encompasses the company’s mission, vision, and goals, as well as the way it conducts business, treats employees and customers, and approaches problem-solving and decision-making.

A strong company culture can foster a sense of belonging, motivation, and engagement among employees, leading to increased productivity, higher job satisfaction, and better retention rates. It can also help attract top talent and differentiate the company from its competitors. On the other hand, a negative or toxic culture can lead to low morale, high turnover, and poor performance. Therefore, building and maintaining a positive company culture is essential for long-term success and sustainability.

With four distinct generations of worker potentially collaborating in companies all over the UK, we found it interesting to look at the differences between what each generation wants from work, and how you can take a quick look at how a company is doing in this area.

What do people want from work?

Having a broad age range in a company can lead to diverse perspectives, knowledge sharing, improved communication, better customer understanding, and increased innovation. These benefits can help a company thrive and succeed in a rapidly changing business environment.  Managing to get the best out of everyone requires some understanding of what each group desires most in their work.

Baby Boomers (born roughly between 1946 and 1964)

Baby Boomers have different expectations and desires when it comes to work compared to other generations. Here are some key things that Baby Boomers want from work:

  1. Job Security: Baby Boomers value job security and stability in their careers. They seek out jobs that provide a stable work environment and long-term job security.
  2. Competitive Salary and Benefits: Baby Boomers value a competitive salary and benefits package. They seek out jobs that provide fair compensation and benefits, such as health insurance, retirement plans, and paid time off.
  3. Recognition and Respect: Baby Boomers value recognition and respect for their work. They want to feel valued and appreciated by their employers and seek out jobs where their contributions are recognized and rewarded.
  4. Loyalty: Baby Boomers value loyalty in their careers. They seek out jobs where they can build long-term relationships with their colleagues and employers and feel a sense of loyalty to the company.
  5. Meaningful Work: Baby Boomers want to work for companies that align with their personal values and make a positive impact on the world. They seek out opportunities to do meaningful work that they feel is contributing to a greater cause.

Generation X (born roughly between 1965 and 1980)

Generation X has different expectations and desires when it comes to work compared to other generations. Here are some key things that Generation X wants from work:

  1. Work-Life Balance: Generation X values a healthy work-life balance and prioritizes time for family and personal life. They seek out jobs that allow them to have a fulfilling personal life outside of work.
  2. Career Growth: Generation X values continuous learning and development. They want to work for companies that provide opportunities for career growth and development. They seek out companies that invest in their employees’ professional development.
  3. Autonomy: Generation X values autonomy in their work. They want to have control over their work schedules and to be trusted to work independently. They seek out jobs that allow them to work autonomously and have a high degree of control over their work.
  4. Job Security: Generation X grew up during a time of economic instability and job insecurity. As a result, they value job security and stability in their careers. They seek out jobs that provide a stable work environment and long-term job security.
  5. Competitive Salary and Benefits: Generation X values a competitive salary and benefits package. They seek out jobs that provide fair compensation and benefits, such as health insurance, retirement plans, and paid time off.

Millenials and Generation Z (born roughly between 1981 and 2012)

These groups have different desires and expectations when it comes to work. There is a lot of crossover between the groups but we have listed them together as they are distinct from Generation X and Baby Boomers in many similar ways.

Here are some key differences in expectations:

  1. Work-life balance: Generation Z values a healthy work-life balance more than previous generations. They prioritize flexible work arrangements and are willing to sacrifice high salaries for more time off.
  2. Diversity and inclusion: Generation Z is the most diverse generation yet and expects their workplace to reflect that. They place a high value on diversity and inclusion, and seek out companies that prioritize these values.
  3. Meaningful Work: Millennials want to work for companies that align with their personal values and make a positive impact on the world. They seek out opportunities to do meaningful work that they feel is contributing to a greater cause.
  4. Social responsibility: Generation Z is highly aware of social issues and expects companies to be socially responsible. They want to work for companies that are making a positive impact on the world and align with their personal values.
  5. Collaboration and Feedback: Millennials value collaboration and feedback in the workplace. They want to work for companies that foster a supportive work environment where employees can collaborate and provide feedback to one another.
  6. Career development: Generation Z values continuous learning and development. They want opportunities for career growth and development, and seek out companies that invest in their employees’ professional development.
  7. Technology: Generation Z is the first generation to grow up entirely in the digital age. They are highly tech-savvy and expect their workplaces to be as well. They want to work for companies that embrace new technology and use it to improve efficiency and innovation.

I’m pretty sure if you’d asked me twenty five years ago ‘how does this sound?’ I’d have bitten your hand off.  Some of the less positive media content around this does sometimes feel as though it comes from a jealous/envious place.  See: ‘we never had those luxuries’ ‘should be grateful’ ‘entitled’ and so on.

Note: an Xennial is a member of an age group born after Generation X and before the Millenials – specifically in the late 1970s and early 1980s They are distinct from all other generations for having experienced an analogue childhood and a digital teenage/adulthood.

If you need help with building a strong, modern company culture and values, there are several steps you can take:

  1. Identify your goals: Start by identifying what you want to achieve through a strong company culture and values. This might include improving employee morale, reducing turnover, or increasing productivity.
  2. Assess your current culture: Conduct an assessment of your current culture to identify strengths and weaknesses. This may involve surveys, interviews, and focus groups with employees. (see list below)
  3. Define your values: Define the values that you want to promote in your company. These should be aligned with your mission and goals, and should guide decision-making at all levels of the organization.
  4. Develop a strategy: Develop a strategy for building a strong company culture and values. This may involve changes to policies, procedures, communication channels, and training programs.
  5. Implement your strategy: Implement the strategy, working closely with your HR department, managers, and employees to ensure that everyone understands and supports the new initiatives.
  6. Monitor and evaluate: Monitor the implementation of your new culture initiatives and evaluate their effectiveness over time. This may involve additional surveys or assessments to measure progress and identify areas for further improvement.
  7. Seek outside help: Consider working with a company culture consultant to help guide you through the process and provide expertise and support.

How to Take A Snapshot of a Company’s Culture

There are many professional companies who specialise in this area and can help companies small and huge to make meaningful changes to their company culture and working practices – we are not one of those. Having done our own work internally on this subject, we picked up a few helpful tips on getting a quick overview on the situation.

You can quickly assess you own company culture by following these easy steps:

  1. Observe the physical environment: The physical environment of a workplace can provide some clues about the company’s culture. Look for signs of employee engagement, such as bulletin boards, employee photos, and decorations. Are there any areas for socializing, such as a break room or common area? Do employees seem happy and engaged or stressed and disengaged?
  2. Look at the company’s website and social media: Review the company’s website and social media presence to see how they portray themselves. Are they showcasing their employees and highlighting their achievements? Are they promoting a fun and innovative culture?
  3. Review online reviews: Check out online reviews from current and former employees on websites like Glassdoor. Look for common themes or concerns, such as management style, work-life balance, or opportunities for growth.
  4. Talk to employees: If possible, talk to current or former employees about their experiences working for the company. Ask about the company’s culture, work environment, and any challenges they faced.
  5. (If you are considering working for a new company:) Pay attention during the interview: During the interview process, pay attention to how the interviewer describes the company culture. Ask specific questions about the company’s values and how they are put into practice. A simple open question like “What would I see in here on a really good day?” will start a conversation about what it’s like to work there.

Remember, building a strong, modern company culture and values takes time and effort, but it can have a significant impact on the success of your organization. Be patient and persistent, and be willing to make changes and adapt as needed.

Related External Articles:

Why Leadership Development Programs fail

https://www.mckinsey.com/featured-insights/leadership/why-leadership-development-programs-fail

Four Things Brilliant Leaders do to Maximise Employee Happiness

Debretts Guide to Etiquette for Hybrid Work