Practice, partnerships, and impact 

Kicking things off in July 2023, we created and implemented a strategic marketing communications plan that would help position the Steve Morgan Foundation as a leading UK charitable foundation that delivers best-in-class philanthropy. Our initial aim was also to raise the profile of the Foundation beyond existing stakeholders and contacts and to ensure it stands out and is known for excellence in philanthropy because of its: 

• Practice: High quality, standards, and unique culture. 
• Partnerships: Ability to work with, retain, and positively influences like-minded partner organisations. 
• Impact: Work and the positive difference being made to the lives of those in need. 

Consistent communications 

As the Steve Morgan Foundation’s outsourced marketing team, V Formation has ensured there is consistency and balance across all communications. We have achieved this through: 

• Crafting and executing a tactical communications plan 

• Creating tone of voice and applying brand guidelines 

• Conducting training sessions with the Foundation’s team 

• Building strong relationships with its strategic partners 

• Boosting share of voice across multiple communications channels 

• Identifying and applying impactful key messages   

• Managing the Foundation’s social media plan and creating engaging posts 

• Implementing a content marketing plan 

• Running proactive digital PR 

• Regularly monitoring results 

Practice, partnerships and impact are woven throughout our marketing and communications plan, with each activity delivering on one or more of them. 

Impressive results 

Since July 2023, we have seen a 20% increase in website traffic and a 71% increase in time spent by users on the website (when compared with the same period previously). 

Driving engagement on LinkedIn has been a particular target, and through following best practices such as sharing relevant, engaging content, tagging relevant people and businesses in posts and utilising hashtags, we have seen significant growth, including a 147% increase in followers on LinkedIn. One particular post on the announcement of planning approval for a new Maggie’s cancer support centre designed, commissioned and funded by the Steve Morgan Foundation, received an incredible 23,777 impressions, over 1,400 engagements, and more than 750 clicks. 

Showcasing the Steve Morgan Foundation approach 

Leah Bradley, head of marketing at V Formation, said:

“Our overarching goal across all our activities has been to showcase the Steve Morgan Foundation’s approach to giving money away well; at its core, the Foundation advocates that the greatest impact and difference to those in need is realised by charities working together over the long term.  

“In addition to providing funding, it works alongside its strategic partners and associate charities to share expertise, knowledge and best practice. It’s been rewarding to have helped to maximise the impact the Foundation has through building relationships with the Foundation’s strategic partners, many of which are large national brands, and making sure that we communicate the right message.”  

Hilary Campton, director at V Formation, added:

“We are extremely proud to work with an organisation like the Steve Morgan Foundation, and to help the team with sharing the impact of its work, communicating its values and purpose, and demonstrating how the Foundation does things differently. Steve, Sally and the team are inspirational, and we look forward to continuing to support them into the new year.” 

“A joy to work with” 

Liam Eaglestone, CEO at the Steve Morgan Foundation, said:

“It feels great working with V Formation – their friendly relational manner and expert professional knowledge in all things marketing and communications means that they are a joy to work with. When they are advising our team and working with our partners, I am totally confident in their guidance and content.” 

Type 1 Diabetes Grand Challenge

Notably, the Steve Morgan Foundation is one of the world’s leading supporters of research into finding a cure for Type 1 Diabetes through its £50 million donation to the Grand Challenge, a major research initiative in partnership with Diabetes UK and JDRF. With support from the partnership, six outstanding research teams – made up of 40 scientists, working at 18 different institutions in the UK and Europe – are in the process of fast-tracking discoveries that could see us make huge strides in how we treat Type 1 Diabetes. Read the latest update on the research here.