The key to success for many well-known organisations is having a strong brand presence that clearly communicates their business objectives to their target audience.
This is also very true for charitable organisations. Research suggests that a clearly defined brand helps to raise awareness of their cause and therefore increases the number of donations.
A report by Charity Comms: Branding Inside Out details research into many charities which have used brand refreshes to align their core messages and create a stronger brand awareness amongst their stakeholders.
Macmillan Cancer Support saw its brand recognition and market share increase rapidly after it’s rebrand in 2006. During the period from 2006 to 2011 their fundraising income increased from £97m to £141m. Visitors to their website also increased by over 400% to 3.8m during that time. They attribute this to their new brand saying it provided the backdrop to sustained growth.
In 2012 St Dunstan’s took the decision to not only to rebrand but also to change their name to Blind Veterans UK. They wanted to use their new name to describe exactly what they do and who they help so they would be instantly recognised and understood.
Following the rebrand they saw an uplift in fundraising and direct marketing response rates for cold acquisition increased by 31%. Research showed that 22% of the British public would consider supporting Blind Veterans UK compared to 16% for St Dunstan’s. Media coverage during the launch was over three times the average and sign-ups to their newsletter increased by 700%.
In 2011 Teach First generated significant brand awareness amongst their target audience of graduates after their rebrand. This increased from 70% in 2010 to 82% in 2011. Their new website to accompany the rebrand saw a dramatic rise in unique visitors, from 4,213 per week in 2010 to 7,258 in 2011, an increase of 72%.
Research suggests that charities whose branding, image and name reflect their cause are more likely to attract donors. We can also determine that a rebrand can have a huge impact on raising awareness and increasing donations.
If you think your charity could benefit from a rebrand or brand refresh our team can help, please contact firstname.lastname@example.org or call 0191 516 6235.
View our work with Age UK North Tyneside here.This post was created on 18th June 2018