At me&you, we’re passionate about helping organisations that do good, do even better. Whether it’s a charity, a non-profit or a social enterprise, we believe creative thinking plays a key role in helping purposeful organisations cut through the noise, connect with their audience, and make a lasting impact.
That’s why we were thrilled when our very own Matt Eamer recently had the opportunity to talk to charity marketing executives in the Gatwick Diamond Business network. In his talk, “Get Creative”, Matt shared practical ideas how creativity can drive greater reach, relevance and results. The session was built around insights gathered from a recent me&you survey of charity communicators, so it spoke directly to the challenges many are facing right now.
Here are a few key takeaways from the session...
Creative Collaboration
One of the big themes of Matt’s talk was how partnerships can offer so much more than just financial support. Matt shared how charities can work strategically with partner networks, whether that’s corporate supporters, suppliers or collaborators, to unlock access to skills, tools and platforms that can boost both visibility and impact.
Matt gave a brilliant example of a cancer charity working with the beauty industry. Clever collaboration gave both parties access to a new audience, valuable services and increased exposure, all while remaining aligned with the charity’s mission.
Storyselling, Not Just Storytelling
Telling stories is part of every charity’s toolkit, but Matt introduced the idea of storyselling: purposeful storytelling that has a clear ‘ask’ and emotional hook. It’s about understanding what drives your audience and making sure your story moves them to take action.
He also talked about co-creation, inviting supporters, beneficiaries or team members to help shape and share stories. Not only does this make content more authentic, but it can help charities overcome challenges in sharing sensitive or complex narratives in a respectful, relatable way.
Making Friends with AI
While AI can feel a little overwhelming, Matt explained how it can be a helpful creative sidekick, especially when time and resources are tight. From generating first drafts of content to helping repurpose existing materials, AI has real potential to save time and spark ideas.
That said, Matt was clear that the human touch still matters most. AI should support your strategy, not replace it, and strong creative direction will always come from people who know the audience, understand the mission and bring empathy to the message.
Choosing the Right Channels
Another key takeaway was about being channel-savvy. Matt encouraged charities to take a step back and really consider where their audiences are, and what kind of content they want to see.
That might mean balancing social media with more traditional methods like direct mail or events, or adapting your content depending on the platform. The goal is to be where your audience is, with the right message, in the right format, at the right time.
Strategy First, Always
Behind every great campaign is a strong strategy. Matt shared the idea of a marketing “flywheel”, a cycle that keeps audiences engaged by listening, learning, responding and repeating.
He encouraged organisations to be audience-led: get to know who you’re speaking to, understand their challenges, and shape your communications around them. It’s not about being everywhere; it’s about being effective.
Final Thoughts
Matt wrapped up the session with a reminder that creative impact isn’t about flashy ideas for the sake of it. It’s about purposeful, thoughtful communication that connects with real people and moves them to care, share and take action.
He also shared some helpful follow-up resources—from practical templates to video explainers—to help charity marketers take what they’d learned and start applying it straight away.
The talk was a brilliant reminder that creativity, strategy and collaboration can go a long way in helping charities cut through, connect, and ultimately do more good.