| At the recent International Fundraising Congress in | | | | their engagement with that brand. In order to attract |
| the Netherlands, Ingrid Srinath, secretary general of | | | | customers and encourage them to actively engage, |
| civil society network Civicus, warned that the | | | | brands must have and visibly communicate a strong |
| fundraising climate would be hard-hitting in 2010, and | | | | story and/ or set of values which customers can |
| even more so in 2011. Given the number of | | | | easily identify and relate to. |
| organisations and worthy causes already battling for | | | | The value of a superior brand to businesses should |
| contributions and funding, along with the challenges | | | | not be underestimated. Speaking also at the |
| already presented by the recession, this is bad news | | | | International Fundraising Congress recently Paul |
| for the non-profit sector. | | | | Farthing, high-value relationships director at Cancer |
| Non-profit organisations need to be proactive in | | | | Research UK, stated that research showed 83 per |
| adapting to survive and thrive in these harsh times. If | | | | cent of consumers in the UK would prefer to |
| they don’t they will be left behind by more | | | | purchase products that were associated with a |
| switched-on competitors, and securing funding will | | | | charitable cause. "Companies spend millions persuading |
| soon become practically impossible. So, how can | | | | the public to switch brands, so charities need to be |
| organisations stand out in a saturated marketplace? | | | | telling them that they are a way of achieving that," |
| What makes individuals, and other organisations, | | | | he said. Needless to say there are huge partnership |
| decide to donate to or fund a certain cause? A | | | | opportunities for strong non-profit brands. |
| strong brand has the answer. Think about some of | | | | Creating the right brand for an organisation is |
| the top UK charities for example: Cancer Research, | | | | certainly no easy task and is usually achieved as the |
| Oxfam, British Heart Foundation, Barnardos. These | | | | result of a scrupulous and invasive audit process. This |
| are all principal names with big notable brands that are | | | | process is made easier, however, if an organisation |
| easily recognised, and that are designed to clearly | | | | chooses to work with a branding specialist with |
| communicate the culture of each organisation in order | | | | experience in the non-profit sector. New Revolution is |
| to engage their audience. All of these brands boast | | | | a young, dynamic creative studio with a passion for |
| amazing positive brand equity. Brand equity is | | | | working with non-profit organisations. Over the past |
| measured against factors such as brand loyalty, | | | | 5-years New Revolution has worked with |
| awareness, association, and perception of quality. | | | | organisations such as LifeLine and Taitt Dance |
| Today donors expect more. They want to interact | | | | Academy in Essex, and on projects like the Urban |
| with a brand and to feel that they belong to a | | | | Arts initiative – an education programme designed |
| ‘brand community’. Successful brands today | | | | to get young people back into education through |
| are not merely lifeless ‘things’ but are | | | | offering a range of non-traditional courses, including |
| thriving entities. They have identities and personalities | | | | street dance and graffiti art. |
| that allow customers to express themselves through | | | | |