CHARITY'S ONLINE PRESENCE DOES
IT JUSTICE
How drumBEAT Marketing helped Care after Combat improve its digital communications to
drive deeper supporter engagement
Care after Combat began its relationship with drumBEAT Marketing in 2023, after drumBEAT was
recommended in conversations within Care after Combat’s wider professional and charitable networks.
The charity was seeking reliable marketing support from a local team that would not only provide
technical expertise but would also take the time to understand its values, mission and the sensitive nature
of the work it undertakes.
Recalling his initial contact with the drumBEAT team, Care after Combat’s business manager, Justin
Ramsay, told us this:
“From my earliest conversations with them, it was clear they were
genuinely interested in understanding the organisation and the people
we support, rather than simply offering a standard marketing package.
That personal approach and willingness to engage with our work was
what originally gave us the confidence they’d be a good fit for the
charity, and that very much continues to be the case.”
After choosing drumBEAT to be its preferred digital marketing partner, Care after Combat
entrusted the drumBEAT team to deliver a more consistent and proactive approach to the
charity’s communications strategy, which encompasses a range of deliverables, including
the following:
and management
distribution
and off-page)
Online awareness has been boosted, with visitor traffic increasing by around 117% year-on-year.
Setup of Google Ads Campaign
under the Non Profit Scheme, giving
$10,000 ad spend per month for free
from Google and bringing over 500
visits a month.
Engagement through social media
channels has grown. For example,
the number of visitors to Care After
Combat’s Facebook page has
increased 100% during the time the
organisation has worked with us.
“drumBEAT’s support spans our social media channels, website, online shop, newsletters, blogs and analytics
reporting, and it makes a tangible difference. Through regular social media management, website development,
blogs and newsletters, the drumBEAT team have helped improve visibility, strengthen engagement with our
supporters and stakeholders, and make sure our messaging is consistent, clear and aligned across all channels.
They translate our work into clear, engaging and professional communications that reflect who we are as an
organisation. They understand how to balance sensitive subject matter with positive storytelling, which helps us
raise awareness of the people we support, the impact of our services and the contribution of our volunteer network.
“Without drumBEAT, we would struggle to maintain a modern and credible public presence, engage supporters
effectively, launch creative initiatives such as ‘Operation PAWSIBLE’, and sustain the level of awareness,
fundraising, grants and trust-funding that helps underpin our services. The result would be a direct reduction in our
ability to support our beneficiaries, maintain our volunteer network, deliver training, and continue research into the
links between military service and involvement in the justice system.”
Having originally been formed in 2014, Care after Combat is a UK veterans’ charity that
supports former armed-forces personnel who are involved in – or at risk of entering – the
justice system. Care after Combat is run and supported by a team of dedicated full-time
and part-time staff, who are working alongside a growing volunteer network. Every one of
the 22-strong team brings a wealth of military, clinical and justice experience. With their
diverse expertise, they’re able to provide a service that meets the specific needs of
veterans in the justice system. Alongside their frontline delivery, they also work to improve
how veterans are understood within the justice system, which is done through training,
collaboration and research – all of which helps organisations better identify and support
the unique needs of the armed-forces community. Working across custody and the
community, Care after Combat provides practical, person-centred support that helps
veterans rebuild stability, reconnect with services and reduce their risk of reoffending.
The key challenge for Justin and his team was unlocking growth potential. That meant
finding the time and skills to make certain the organisation was consistently
communicating the breadth, impact and sensitivity of its work in a clear and appealing
way. However, as a charity operating in a very specialist support-based environment, it needed to improve its visibility and public profile and to maintain its relevance, while
ensuring its messaging remained professional, authentic and aligned with the values of both the organisation and its partners.
“We were facing what will be a familiar challenge to other organisations like
ours: balancing day-to-day service delivery with the time and expertise
required to maintain a consistent and coherent online presence across our
social media platforms, website, supporter engagement channels and digital
fundraising communications. Like many charities, our internal capacity was
limited.
“The drumBEAT team helped us overcome these challenges by bringing
structure, consistency, creativity and strategic direction to our
communications and marketing activity. They took the time to fully understand
our organisation, our mission and the sensitive nature of the work we
undertake, which means they’re able to communicate our services and impact
in a way that feels authentic and professional.
“The charity is managed by a relatively small leadership team – I have a lot of
hats to wear and am often having to prioritise things in the moment. To be
honest, without drumBEAT’s ongoing support, our marketing activity could
easily have become reactive rather than strategic. That’s something we’ve
always felt is critical to avoid if we’re to fulfil our growth aspirations. To that
end, I have to say Chris and his team have been a real lifeline. Ashleigh, in
particular, is brilliant; she’s patient, understanding and responsive, and that’s
hugely important for us.”
These are some of the key solutions,
results and impacts that Care after
Combat has seen as a result of working
with drumBEAT, as Justin Ramsay
explained:
established
“The team at drumBEAT have given the charity its voice,
helping us develop and refine our branding and
storytelling to articulate clearly who we are, the
beneficiaries we support, and the impact our volunteers
and staff have. Their creativity and enthusiasm have
been particularly valuable in supporting fundraising
initiatives and awareness campaigns, helping us present
serious and often complex work in a way that remains
engaging and accessible.”
“The drumBEAT team have played a pivotal role in
helping us achieve our ambitions by elevating our
communications, visibility and public engagement
profile. Their support has enabled us to position
ourselves more professionally and consistently across all
platforms. This has not only helped our audience (many
of whom are former beneficiaries or their families) to
better understand our mission, the services we provide
and the impact we have on veterans involved in the
justice system, but it’s also reinforced our credibility as a
charity, which galvanises the relationships we’ve been
able to establish with our beneficiaries, our funders, our
supporters and our strategic partners in the sector.”
embedded
“Communication is always clear and supportive, and the
monthly analytics briefings help us understand what’s
working well and where we can continue to grow.”
“The drumBEAT team are very adaptable, whether that
involves supporting a serious awareness campaign or a
fun fundraising initiative such as Operation PAWSIBLE.
It’s a great campaign that follows our mascot, JJ Bear, as
he travels around the world on ‘secret missions’. It’s the
perfect initiative to engage people of all ages through
social media, create a buzz, and get everyone involved in
helping us raise awareness and funds to enable us to
continue supporting veterans. The drumBEAT team have
already started building the foundations of the campaign.
They’ve developed a fantastic launch pad by creating an
engaging backstory to help generate excitement, even
before the Operation PAWSIBLE campaign launched fully.
As our needs have changed, drumBEAT’s service has
flexed and evolved in unison; this supports not only day-
to-day communications but also wider organisational
objectives such as strengthening our brand identity,
increasing public awareness, supporting fundraising
activity, and helping us communicate more effectively
with a broad range of audiences and stakeholders.”
“drumBEAT has been invaluable in helping us gain
publicity and support for several key challenges,
including our involvement in the Atlantic Dash through
the Changing Tides rowing challenge, by producing a
series of fun and engaging blogs written from the
perspective of JJ Bear. Those blogs helped maintain
interest and engagement throughout the campaign, while
giving supporters something unique and memorable to
connect with.”
“The drumBEAT team have supported us throughout a
period of significant growth and development as an
organisation. As our services, partnerships and public
profile have developed, they’ve helped make certain our
communications, branding and online presence have
evolved with us. They’ve supported us in moving from
relatively straightforward marketing activities to a much
more strategic and consistent approach to engagement
and storytelling. This has included helping refine our
branding, strengthening the professionalism and
consistency of our website and social media presence,
and ensuring our messaging reflects both the sensitive
nature of our work and the impact we’re delivering.”
working with drumBEAT this way:
“Working with drumBEAT has been a genuinely positive and collaborative
experience. From the outset, the team have been approachable, responsive and
easy to work with, taking the time to really understand our organisation, our values
and the sensitive nature of the work we do. I think what stands out most, though,
is the personal approach Chris and his team bring. It never feels like a
transactional client relationship – it’s clear they’re invested in our success and
genuinely care about the people we support and the impact we’re trying to make.
The entire team are enthusiastic, creative and proactive, regularly bringing forward
ideas and opportunities to help us improve engagement and visibility.
“Overall, the experience has been professional, collaborative and enjoyable. We
value drumBEAT as a trusted extension of our team, rather than simply being an
external supplier. We could have worked with many agencies, but the drumBEAT
team genuinely understands the purpose behind our work. Their success
contributes directly to our ability to continue delivering impactful services to
veterans – and that represents a very real return on investment for us.”
