Persuasion Takes ‘Intelligent Content’ Model Into Charity Sector

Catherine Steblaj, account manager, charity and cause specialist at Persuasion

​Persuasion Communications, the London-based communications agency, has expanded to offer its distinctive 'intelligent content' proposition into the charity sector.

As well as actively seeking to work with non-profit and charity sector clients, Persuasion will also work to leverage its extensive creative industry connections and expertise to foster advertising campaign collaborations between third sector and creative organisations.

The move comes at a time of unprecedented challenges for all brands – but not-for-profit sector organisations, especially.

As well as rising demand for their services and financial pressures from greater costs and decreased donations, they are facing unprecedented competition for attention and pressure to be distinctive that mean only those with the most creative communications stand out.

Founded in 2008, rooted in journalistic experience and expertise and with a decade track record working with leading businesses including top advertising and design agencies built over almost two decades, Persuasion has worked with many non-profits and charities.

​Jane Austin, founder of Persuasion Communications, said, “Central to the Persuasion proposition is our strategic mindset and editorial knowledge, contacts and expertise which we use to create and deliver intelligent content.

“I hope that by actively directing our proven capabilities in generating original story ideas, creating tailored content and stand-out editorial opportunities, we can help third sector organisations navigate today’s particularly challenging global climate.”

These include:

Create Not Hate, the non-profit aimed at addressing racism and creative opportunities for under-represented young people in the creative industry, for which Persuasion amplified CNH’s mission and helped build the profile of its founders.

Persuasion’s launch campaign alone achieved national coverage and global reach through an initial 50+ pieces of coverage and reached 500m people with zero paid-for media spend.

Kiyan Prince Foundation, the charity named after the murdered 15-year-old football prodigy which was set up in his name by his father to empower young people to create a thriving violent-free society.

A campaign to mark the 15th anniversary of Kiyan’s death included Kiyan being introduced as a playable character in the world’s biggest video game, EA Sports’ FIFA 21. Persuasion’s work amplifying this secured 15m readership of the trade press launch coverage alone.

Parkinson’s UK, which partnered University College London on Tremors v Tremors – a music album based on the personal narratives of five people living with Parkinson’s, created to fundraise and highlight the importance of a holistic symptom management approach.

Persuasion’s launch work secured 21 pieces of coverage and an estimated 1.26 million views and reached 1.66 billion audience across outlets including ITV News at Ten, BBC Radio 4’s Today programme and titles in Italy and Australia.

Persuasion’s charity sector expansion will be led by Catherine Steblaj, the agency’s account manager, charity and cause specialist, who has worked with non-profits and charities on a regional, national and global scale.

Catherine's experience includes working on the EmpowHER Project – an international sexual and reproductive health and rights programme administered in nine countries by the International Planned Parenthood Federation (IPPF).

The IPPF is the global non-governmental organisation promoting sexual and reproductive health and advocating individuals’ right to make their own family planning choice.

Catherine Steblaj, Persuasion’s account manager, charity and cause specialist, said, “Charities and non-profit organisations have never been more under threat than in the current landscape, yet their mission has never been as critical.

“While working in the international aid sector during President Trump’s second election, I saw first hand the devastating effects of global funding cuts. Now, along with the rest of the team at Persuasion, I hope to amplify third sector messages – and create connections that support non-profits and charities’ work when they most need it.”

Catherine is also a current committee member of the Amnesty UK’s Queer Rights Network, a rights based network focussing on campaigns, events, and advocacy initiatives to improve the status of LGBTQ+ rights in the UK.

Catherine is also a former president and CEO of not-for-profit organisation International Relations Students Association of McGill – the largest student group at McGill University in Canada, and one of the few student-affiliated groups to hold consultative status with the United Nations.