How to Market a Charity-Run Setting on a Small Budget
- Sally Gridley
- Sep 25
- 4 min read
Running a charity managed setting is rewarding, but it often comes with tight budgets. But that doesn't mean you can't effectively market your pre-school or nursery to attract more families, supporters and even donors. With some creativity and community spirit, you can build awareness without spending a fortune.
Here are some practical and low cost suggestions to get you started and can be utilised even if you are not a charity run setting.
Build a Strong Local Presence
It goes without saying that your target audience is local parents, so focus your efforts where they spend their time. Some of these might seem a bit old school, but sometimes the old ways are the best!
Community noticeboards - put up posters in libraries, GP surgeries, churches, leisure centres and cafes.
Partnerships with local businesses - ask cafes, toy shops or soft play centres if they'll let you leave leaflets in return for you promoting them.
Word of mouth - by far the best form of marketing. Encourage parents to share their experiences. Even a small "refer a friend" discount or freebie can go a long way.
Make the Most of Social Media
Love it or loath it, social platforms are free and are powerful for building trust. The trick is to post regularly (check out my social media planner and content ideas) and to use the platforms your parents are using.
Share daily life - with parental permission, post photos of activities, outdoor play or special events. It gives potential new parents a window into your setting's nurturing environment. And don't forget to share these into the wider community, for example, search Facebook for local groups that parents may be a part of or business groups for building relationships with potential donors.
Educational content - share parenting tips, book recommendations or activity ideas. This positions you as a supportive resource, not just a service.
Engagement - respond quickly to comments and messages. Personal interaction builds trust.
Make it easy - convenience is key. Consider adding a WhatsApp button (if using platforms such as Facebook) so that potential new parents can easily fire off a message to enquire about your service.
Host Low-Cost Events
Events are a great way to bring potential new families into your setting, to showcase your ethos and to establish yourself as part of the community.
Stay and play mornings - Invite parents in the area to drop in with their children for crafts or storytelling.
Workshops for parents - run sessions on child development or nutrition. This is something I did in my own nursery and parents really engaged with it. Establish what worries them most and then put together a short workshop offering practical advice and tips. The best attended one I did was on bedtime routines. They can be free or ask for a donation.
Seasonal fundraisers - Think bake sales, plant sales, or Christmas craft fairs.
Collaborate with other Charities and Schools
Joint projects - partner with a local food bank, church or community centre to share audiences.
School connections - build links with local primary schools so parents hear about you as a trusted stepping stone before reception.
Use Free Online Tools
Google Business Profile - this keeps your setting visible in local searches and on maps. And don't forget to ask your current cohort of parents to leave reviews on how fantastic you are.
Canva - great for professional looking posters and social media graphics.
Chat GPT - need a social media post, a blog or a press release? Ask Chat GPT to create it for you (Note- always check for accuracy as it can make mistakes.)
Free press releases - send event or fundraising news to local papers (most have an online option), radio stations or community Facebook groups. They're often keen to feature positive local stories.
Highlight your Charity Ethos
Many settings compete on price or convenience, but your charity status is a unique selling point.
Share stories about your wider mission and how you fit within your community.
Show transparency in where funds go.
Celebrate your volunteers and any donors.
This gives parents a reason to choose you beyond early education - they're investing in a cause. Many parents choose charity-run settings purely for the fact you are a charity.
Prioritise Parent Experience
Finally, the best marketing is happy families.
Welcome feedback from parents and act on it. There's a sample parent survey in the Dinky Ones shop
Keep communication open and friendly.
Celebrate children's milestones (with permission). Parents who feel valued will spread the word more effectively than any advert.
Final thoughts
You don't need a big budget to market a charity run setting, just creativity, consistency and community connections. By using free tools, building strong relationships and highlighting your charitable mission, you can raise awareness, boost occupancy and grow support for your setting without breaking the bank.
Need help with your marketing? Why not book a Virtual 1:1 session and together we can look at where you are, what you need and come up with practical solutions that you can implement immediately.
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