The document discusses branding for charities and non-profits. It provides examples of how organizations like The Fawcett Society and EveryChild reconnected their brands to their missions and values through rebranding efforts. It also summarizes research on the attributes the public sees as ideal for charity brands, such as trustworthy, caring, honest, and effective. The research found differences between what the public sees as ideal versus average attributes, and variations in ideal attributes across sectors like child welfare, health, and the environment.
8. One off Long term Emergency
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27. “We worked for it with ardour
and passion because it was
stuff of the conscience with us
that it would benefit not
women only, but the whole
community; this is what we
meant when we called our
paper the Common Cause. It
was the cause of men, women
and children.”
Millicent Garrett Fawcett, 1918
28. What this means for
Fawcett:
• Grounded and confident
• Revisit strategic goals
• Refresh visual identity
30. What we were looking for
• Essence: who we are and what we are about
• Integrity: being true to ourselves, and mission
• Alignment: of perceptions, reality, vision
• Coherence: the story we tell, consistently
31.
32. EveryChild history
• History of merger
• Created brand
• Different supporter groups
• Different messages
• New programme focus
33. Communications challenges
• Cold and institutional look and feel
• Anonymous, generic use of photos
and stories
• Sensationalist, impersonal tone
• Hard/soft messages out of balance
34. Focus: Children without Parental Care
• Children at risk
Vision: a world where every
• Vulnerable and alone
child enjoys the right to a
childhood in a safe and
• Poverty and violence
caring family, free from
poverty, violence and
• Childhood and play
exploitation
• Family
• Protection and Safety
• Love and care
35. Who we are and what we are about
“we stop children growing
up vulnerable and alone”
• Caring
• Expert
• Inclusive
• Innovative
40. What does the public’s ideal charity brand look
like?
Joe Saxton
June 2010
Tel: 020 7426 8868
Email: joe.saxton@nfpsynergy.net
Web: www.nfpsynergy.net
41. We asked the public to pick the attributes of their
ideal charity. Can you guess the top five?
• Accountable • Helpful
• Ambitious • Heroic
• Approachable • Honest
• Authoritative • Inclusive
• Bold / Direct • Independent
• Boring • Informative
• Campaigning • Innovative
• Caring/Compassionate • Inspiring
• Cautious • Modern
• Challenging • Outspoken
• Conservative • Passionate
• Determined/dedicated • Positive
• Dynamic • Practical
• Effective/Cost-effective • Professional
• Empowering • Reputable
• Established • Responsive
• Exclusive • Supportive
• Fair • Sympathetic
• Focused • Traditional
• Friendly/Welcoming • Trustworthy
• Generous • Visionary
• Greedy/Rich
42. Outline
1. Ideal 2. Ideal vs
Attributes Average
3. Ideal
Attributes by
Sector
43. Outline
1. Ideal 2. Ideal vs
Attributes Average
3. Ideal
Attributes by
Sector
44. The complexity of the ideal charity brand
“Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please
choose up to 10 words that you think describe your IDEAL charity…”
Source: Brand Attributes, nfpSynergy
Base: 2,008 adults 16+, Britain, April 2010
44 44
45. Top 20 ideal charity attributes
Trustworthy 63%
Caring/Compassionate 56%
Honest 54%
Supportive 50%
Friendly/Welcoming 44%
Helpful 42%
Approachable 37%
Professional 37%
Informative 33%
Passionate 32%
Effective/Cost-effective 31%
Determined/dedicated 30%
Positive 30%
Sympathetic 28%
Accountable 27%
Reputable 25%
Practical 24%
Focused 23%
Inspiring 23%
Campaigning 22%
0% 20% 40% 60% 80% 100%
“Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please
choose up to 10 words that you think describe your IDEAL charity…”
Source: Brand Attributes, nfpSynergy
Base: 2,008 adults 16+, Britain, April 2010
45
46. Next 16 ideal charity attributes
Fair 21%
Responsive 18%
Visionary 15%
Independent 14%
Ambitious 7%
Empowering 14% Challenging 7%
Authoritative 5%
Generous 13% Outspoken 5%
Bold / Direct 4%
Innovative 12%
Heroic 4%
Established 11% Traditional 4%
Cautious 2%
Inclusive 10% Conservative 1%
Exclusive 1%
Modern 8%
Greedy/Rich 1%
Boring 0%
Dynamic 8%
0% 20% 40% 60% 80% 100%
“Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please
choose up to 10 words that you think describe your IDEAL charity…”
Source: Brand Attributes, nfpSynergy
Base: 2,008 adults 16+, Britain, April 2010
46
47. Outline
1. Ideal 2. Ideal vs
Attributes Average
3. Ideal
Attributes by
Sector
48. Ideal and average attributes gap
Attributes with potential for improvement
Honest 54%
21%
Trustworthy 63%
30%
Caring / Compassionate 56%
33%
Effective / Cost-effective 31%
8%
Accountable 27%
8%
Friendly / Welcoming 44% Average Ideal
26%
Passionate 32%
15%
Supportive 50%
33%
Approachable 37%
20%
Determined / dedicated 30%
16%
0% 20% 40% 60% 80% 100%
“Listed below are a number of words that could be used to describe a charity or not for profit organisation.
Please choose up to 10 words that you think describe your IDEAL charity…”
Source: Brand Attributes, nfpSynergy
Base: 2,008 adults 16+, Britain, April 2010
48
49. Ideal and average attributes gap
Attributes with potential for improvement
Informative 33%
22%
Professional 37%
26%
Positive 30%
19%
Helpful 42%
31%
Average Ideal
21% Ideal
Fair Generous 7% 13%
10%
Innovative 6% 12%
23% Responsive 12% 18%
Inspiring 13% Average
Campaigning 18% 22%
Empowering 10% 14%
Sympathetic 28% Independent 10% 14%
21%
Dynamic 5% 8%
23% Inclusive 8% 10%
Focused
16% Ambitious 6% 7%
Bold / Direct 3% 4%
Visionary 15% Outspoken 4% 5%
8%
0% 20% 40% 60% 80% 100%
“Listed below are a number of words that could be used to describe a charity or not for profit organisation.
Please choose up to 10 words that you think describe your IDEAL charity…”
Source: Brand Attributes, nfpSynergy
Base: 2,008 adults 16+, Britain, April 2010
49
50. Ideal and average attributes gap
Attributes for which charities are doing at least as well as the ideal
blueprint
Reputable 25%
25%
Modern 8%
8%
Heroic 4%
4%
Cautious 2%
3%
Greedy / Rich 1%
2%
Challenging 7%
9%
Exclusive 1%
4%
Average Ideal
Practical 24%
27%
Authoritative 5%
9%
Boring 0
5%
Conservative 1%
7%
Established 11%
29%
Traditional 4%
23%
0% 20% 40% 60% 80% 100%
“Listed below are a number of words that could be used to describe a charity or not for profit organisation.
Please choose up to 10 words that you think describe your IDEAL charity…”
Source: Brand Attributes, nfpSynergy
Base: 2,008 adults 16+, Britain, April 2010
50
51. Outline
1. Ideal 2. Ideal vs
Attributes Average
3. Ideal
Attributes by
Sector
52. Top 10 Ideal attributes for charities working in Child
Welfare
Trustworthy 45%
Caring / Compassionate 45%
Supportive 36%
Friendly / Welcoming 36%
Honest 34%
Professional 30%
Approachable 30%
Sympathetic 27%
Helpful 27%
Determined / dedicated 24%
0% 10% 20% 30% 40% 50%
“Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please
choose up to 10 words that you think describe your IDEAL charity…”
Source: Brand Attributes, nfpSynergy
Base: 2,008 adults 16+, Britain, April 2010
52 52
53. Top 10 Ideal attributes for Youth Organisations
Trustworthy 39%
Friendly / Welcoming 39%
Supportive 29%
Honest 28%
Approachable 27%
Caring / Compassionate 25%
Inspiring 24%
Professional 23%
Helpful 22%
Positive 21%
0% 10% 20% 30% 40% 50%
“Please choose up to 10 words that you think describe your IDEAL charity working in….”
Source: Brand Attributes, nfpSynergy
Base: 2,008 adults 16+, Britain, Apr 2010
53
54. Top 10 Ideal attributes for charities working in
Disability and Sensory Impairment
Caring / Compassionate 42%
Supportive 38%
Trustworthy 37%
Friendly / Welcoming 35%
Helpful 31%
Honest 29%
Approachable 28%
Sympathetic 27%
Professional 27%
Informative 23%
0% 10% 20% 30% 40% 50%
“Please choose up to 10 words that you think describe your IDEAL charity working in….”
Source: Brand Attributes, nfpSynergy
Base: 2,008 adults 16+, Britain, Apr 2010
54
55. Top 10 Ideal attributes for charities working in Health
Caring / Compassionate 40%
Trustworthy 39%
Professional 35%
Supportive 34%
Honest 31%
Friendly / Welcoming 29%
Informative 28%
Helpful 28%
Effective / Cost-effective 26%
Approachable 25%
0% 10% 20% 30% 40% 50%
“Please choose up to 10 words that you think describe your IDEAL charity working in….”
Source: Brand Attributes, nfpSynergy
Base: 2,008 adults55
16+, Britain, Apr 2010
56. Top 10 Ideal attributes for charities working in
Environment and Conservation
Trustworthy 35%
Effective / Cost-effective 29%
Honest 28%
Informative 27%
Campaigning 27%
Professional 26%
Practical 25%
Accountable 25%
Passionate 21%
Determined / dedicated 21%
0% 10% 20% 30% 40% 50%
“Please choose up to 10 words that you think describe your IDEAL charity working in…”
Source: Brand Attributes, nfpSynergy
Base: 2,008 adults 16+, Britain, Apr 2010
56
57. Top 10 Ideal attributes for charities working in Social
Welfare
Trustworthy 33%
Caring / Compassionate 31%
Supportive 29%
Honest 28%
Helpful 28%
Friendly / Welcoming 28%
Professional 27%
Approachable 25%
Practical 21%
Informative 21%
0% 10% 20% 30% 40% 50%
“Please choose up to 10 words that you think describe your IDEAL charity working in…”
Source: Brand Attributes, nfpSynergy
Base: 2,008 adults 16+, Britain, Apr 2010
57
58. Top 10 Ideal attributes for charities working in
International Aid and Development
Trustworthy 32%
Effective / Cost-effective 27%
Honest 26%
Professional 25%
Accountable 24%
Caring / Compassionate 23%
Practical 22%
Supportive 20%
Helpful 19%
Campaigning 18%
0% 10% 20% 30% 40% 50%
“Please choose up to 10 words that you think describe your IDEAL charity working in…”
Source: Brand Attributes, nfpSynergy
Base: 2,008 adults 16+, Britain, Apr 2010
58
59. Top 10 Ideal attributes for charities working in Housing
and Homelessness
Supportive 38%
Trustworthy 32%
Supportive 32%
Caring / Compassionate 31%
Friendly / Welcoming 29%
Helpful 28%
Approachable 27%
Honest 26%
Practical 25%
Professional 24%
0% 10% 20% 30% 40% 50%
“Please choose up to 10 words that you think describe your IDEAL charity working in…”
Source: Brand Attributes, nfpSynergy
Base: 2,008 adults 16+, Britain, Apr 2010
59
60. Top 10 Ideal attributes for charities working in Advice
and Information Services
Trustworthy 35%
Helpful 33%
Informative 32%
Honest 32%
Professional 31%
Approachable 29%
Friendly / Welcoming 29%
Supportive 27%
Practical 23%
Reputable 20%
Effective / Cost-effective 20%
0% 10% 20% 30% 40% 50%
“Please choose up to 10 words that you think describe your IDEAL charity working in…”
Source: Brand Attributes, nfpSynergy
Base: 2,008 adults 16+, Britain, Apr 2010
60
61. What does this all mean for your brand?
• You need to decide whether you create a brand that the
public or your key audience want – or the one that you
want them to want!
• How are you demonstrating that you are trustworthy?
• How are you demonstrating any of the key attributes?
• What are the attributes that your donors or your
volunteers or your staff would associate with you?
• In the current climate how are you cutting costs and
who are you telling?
62. “The key to success is in correctly
identifying the problem”