Brand and Fundraising – The perfect mix

Insert Boxing illustration from Margit

Brand and Fundraising: The perfect mix

Setting the scene

Who are we?

Debbie Clark, Planner Dan Dufour, Head of Brand

Brand Vs. Fundraising

• Boxer slide

Brand Vs. Fundraising

Brand Fundraising

Brand first Fundraising after

The best solution: Integrated Brand & Fundraising

Why Brand and Fundraising are the perfect mix?

• 100,000 more campaigners

• A new £7 million appeal

• New corporate partnerships with Vodafone, M&S and Douglas and Gordon

• Helped to reposition the brand to reach out to new – younger audiences – including partnerships with NME and Xfm

• Supporter numbers rose by 27% to just under 1.5million

• Record fundraising income of £96.8m, up £4.6 on previous year

• Running events (5%), other events (20%), corporate fundraising (60%)

• Rose to Number 1 in Charity Brand Index

• 11% increase in the average donation

• 32% increase in direct marketing response

• 5% ahead of fundraising target

• All within six months following the re-brand

• Without any significant marketing push

Brand Vs. Fundraising: Today

• Getting on the same page: What is a brand?

• Exploring the tensions between brand and fundraising

• Give some useful solutions to help you work more seamlessly together

• Share case studies of brand development which work for fundraising

Which side are you on?

• Red: Brand

• Blue: Fundraising

What do we mean by brand?

Photography& Illustration

Typography

Colours

Logo

Tone of Voice

PositioningStatement

Strapline

Name

Vision Your ultimate goal

Mission How you’ll achieve your vision

Values The qualities that make you unique

Verbal identity Visual identity

Vision, Mission & Values (Linked to the Corporate Strategy)

Visual and Verbal Identity

Communications, Environments, Products/Services, Behaviour

HR

Policy Comms

Campaigns Fundraising

“Case for support”

Services

How do you use your brand?

They do these things:

Research – we support the work of over 4,000 scientists, doctors and nurses across the UK to investigate all aspects of cancer.

Information – we work to prevent cancer and help people cope with its effects by providing information for cancer patients and their families, health professionals and the general public.

Influencing public policy – we campaign to keep cancer at the top of the health agenda.

Vision:

Vision:

Fundraising:

“…help save even more lives..”

“…help raise money and beat cancer..”

The tensions And how to overcome them

Round 1: Brand Truth

Round 1: Brand Truth

• Agree as an organisation how far you want to go to build or correct perceptions

• How much do people really need to know about you?

• Is the story you are telling actually motivating from a fundraising point of view?

• Remember: You don’t need to tell the whole truth all of the time

• But your Fundraising should always link to achieving your core vision

Round 1: Brand Truth

Round 1: Solutions

Round 1: Solutions

Building a focused communications narrative to provide a structure for aligning activities

Survive past FiveCampaign /Fundraising Narrative

(what signing up is for; giving money will achieve)

Community/ Events Appeals Emergency

Issue Campaigns

Born to Shine

Round 1: The solution

Round 2: Positive Vs. Need

Round 2: Positive Vs. Negative

• Brand values often want to highlight the impact of the organisation, showing:

– Success

– Impact

– Positive outcomes

• These are often then illustrated in brand guidelines by the use of:

– bright positive colours

– Positive images

• However as fundraisers – we know these things aren't as successfully as pulling in a response or driving net income. Even from your warm supporters.

Round 2: Positive Vs. Need

What makes people give?

or

or

Round 2: Solutions

You can show both sides of the story!

Round 2: Solutions

You can show both sides of the story!

Round 3: Brand doesn’t encourage fundraising

Round 3: Does the brand encourage fundraising?

Round 3: Does the brand encourage fundraising?

Even on the donate page

this organisation is still talking in a

very policy driven way

Round 3: Solutions

We help people find and keep a home.

We campaign for decent housing for all

• Screen shot of costings

Round 3: Solutions

Round 3: Solutions

Round 4: Consistency vs. flexibility

Round 4: Consistency Vs. Flexibility

Your Challenge

Services Fundraising Campaigns

Round 4: Consistency Vs. Flexibility

Insert Macmillan DM here

Round 4: Consistency Vs. Flexibility

1. Make it easily readable for your audience

Font size

Colour

Layout

Technique

Round 4: Consistency Vs. Flexibility

2. Home-Spun creative

Round 4: Consistency Vs. Flexibility

Round 4: Solutions

Round 4: Solutions

Round 4: Solutions

Round 4: Solutions

Round 4: Solutions

Round 4: Solutions

Round 5: Brand doesn’t target your fundraising audiences

Round 5: Does the brand target your donor?

Your brand will have to target many different audiences

Traditional audience: Grace (65-75) A

• Directly or strongly influenced by war connection

• Good financial security in retirement • Mainly give to UK charities

• Steeped in tradition • Stiff upper lip • Strong conservative value• Buys British and is religious, serious

and practical

• Makes jam tarts for church fête • Shops at M&S• Reads The Telegraph

• 5.8 million• Gives to DM appeals and donates

by direct debit • Knows St Dunstan’s name and heritage • Support for military more than twice

as likely to be “A” social class

Competitor insight – traditional

Salvation Army •Adheres to Christian principles•Religious commitment is the essence of the brand

Royal British Legion •Engenders pride from nation •Uses strong links to British brands•Aiming younger and more populist

New audience: Sharon (45-55) A, B, C1, C2

• Later baby boomers, early generation X• Still working with late teenager / young

adult children • Increased female wealth and

independence • Prospect of a later retirement but

confident of a longer healthier life

• Watches Eastenders and The X Factor • Takes package holidays • Secretly loves OK magazine

• 3.8 million• 25% of audience made up of C1s alone

• Prefer face-to-face, radio and TV• Unlikely to know of St Dunstan’s • No longer the preserve of the rich.

Support for the military is more mainstream

Competitor insight – populist

Brand and Fundraising – The perfect mix

Insert Boxing illustration from Margit

Brand and Fundraising: Summary

Top Tips to take away

1. Brand truth

Make sure your fundraising is always linked to your brand vision

2. Positive Vs. Need

Make sure your brand is flexible enough to demonstrate both the need and the positive outcome of your work

3. Brand doesn’t encourage fundraising

Find the most motivating part of your brand for fundraising and make your work tangible

4. Consistency Vs. Flexibility

Make sure your brand is flexible enough to meet fundraising needs – without compromising the need for consistency

5. Brand doesn’t target fundraising audiences

Make sure you use your data to ensure your brand targets existing and prospective donors

Top Tips to take away

Questions