SlideShare a Scribd company logo

What makes a strong charity brand?

•
•
CharityComms
CharityComms

www.charitycomms.org.uk/events

1 of 59
Download to read offline
Developing Your Brand and Image Conference 30 March 2011 What makes a strong charity brand? CharityComms is the professional membership body for charity communicators. We believe charity communications are integral to each charity’s work for a better world. W: www.charitycomms.org.uk T: 0207 426 8877 E: emma@charitycomms.org.uk
What makes a strong charity brand? Lynda Thomas Director of External Affairs Macmillan Cancer Support
What we’re going to cover today Why having a strong brand matters The elements of a strong charity brand The Macmillan brand – where we’ve got to
Why having a strong brand matters
What a strong brand can do for you Your brand
offer image external products & services communications customer segments customer interaction price strategy social actions brand idea internal structure workplace alliances leadership style skills knowledge sharing capability culture hard soft
The elements of a strong charity brand?
Create a clear and compelling proposition
How you behave How people experience you There can’t be a disconnect between who you say you are and how you make people feel. Macmillan Nurse Samaritans
Let your values shine through
‘There’s very few places you can go to in the world where you can pick up a telephone and another human being, no matter why they’re doing it, will listen to you unconditionally. If you want to pour out in a phonecall, they will listen for hours, for as long as you need them to.’
Capture the zeitgeist
Give customers control
Amplify your voice
Collaborate
Be distinctive
Be consistent
Our eight golden rules 1. Create a clear and compelling proposition 2. Let your values shine through 3. Capture the zeitgeist 4. Give customers control 5. Amplify your voice 6. Collaborate 7. Be distinctive 8. Be consistent
The Macmillan brand: where we’ve got to
What we do What we do Macmillan Cancer Support improves the lives of people affected by cancer. We are a source of support: providing practical, medical, emotional and financial support. We are a force for change: listening to people affected by cancer and working together for better cancer care.
Moving from to angels of death force for life institution part of life accommodating assertive volunteers as supporters volunteers as a force charity a movement
Our results
Brand Advertising
We could do better! 1. Create a clear and compelling proposition 2. Let your values shine through 3. Capture the zeitgeist 4. Give customers control 5. Amplify your voice 6. Collaborate 7. Be distinctive 8. Be consistent
The Macmillan brand
Web stats Page impressions across all macmillan.org.uk sites 4000000 3500000 4000000 3000000 3500000 2500000 3000000 2000000 2500000 1500000 2000000 1000000 1500000 500000 1000000 0 500000 October 2009 PI October 2010 PI 0 September 2010 PI October 2010 PI … however the number is up The number of page 45% on October 2009. impressions for October is down 9% on September… Again, the high number of page impressions in September is likely a result of WBCM.
Thank you

Recommended

Rebranding your charity when, why and how for best results
Rebranding your charity when, why and how for best resultsRebranding your charity when, why and how for best results
Rebranding your charity when, why and how for best resultsCharityComms
 
Developing effective co-branding projects
Developing effective co-branding projectsDeveloping effective co-branding projects
Developing effective co-branding projectsCharityComms
 
Using long term brand building to boost fundraising
Using long term brand building to boost fundraisingUsing long term brand building to boost fundraising
Using long term brand building to boost fundraisingCharityComms
 
Building your brand from the inside out
Building your brand from the inside outBuilding your brand from the inside out
Building your brand from the inside outCharityComms
 
Nonprofitmarking superstarbrand-maryannedersch
Nonprofitmarking superstarbrand-maryannederschNonprofitmarking superstarbrand-maryannedersch
Nonprofitmarking superstarbrand-maryannederschMaryanne Dersch
 
Bringing Meaning To Your Practice
Bringing Meaning To Your PracticeBringing Meaning To Your Practice
Bringing Meaning To Your PracticeSarah Bird
 
all in one slides
all in one slidesall in one slides
all in one slidesdianaqian
 
Assign 5
Assign 5Assign 5
Assign 5dianaqian
 

Recommended

Rebranding your charity when, why and how for best results
Rebranding your charity when, why and how for best resultsRebranding your charity when, why and how for best results
Rebranding your charity when, why and how for best resultsCharityComms
 
Developing effective co-branding projects
Developing effective co-branding projectsDeveloping effective co-branding projects
Developing effective co-branding projectsCharityComms
 
Using long term brand building to boost fundraising
Using long term brand building to boost fundraisingUsing long term brand building to boost fundraising
Using long term brand building to boost fundraisingCharityComms
 
Building your brand from the inside out
Building your brand from the inside outBuilding your brand from the inside out
Building your brand from the inside outCharityComms
 
Nonprofitmarking superstarbrand-maryannedersch
Nonprofitmarking superstarbrand-maryannederschNonprofitmarking superstarbrand-maryannedersch
Nonprofitmarking superstarbrand-maryannederschMaryanne Dersch
 
Bringing Meaning To Your Practice
Bringing Meaning To Your PracticeBringing Meaning To Your Practice
Bringing Meaning To Your PracticeSarah Bird
 
all in one slides
all in one slidesall in one slides
all in one slidesdianaqian
 
Assign 5
Assign 5Assign 5
Assign 5dianaqian
 
Christian Radio means "Betterness"
Christian Radio means "Betterness"Christian Radio means "Betterness"
Christian Radio means "Betterness"Mark Ramsey
 
Marketing Training: Part 1
Marketing Training: Part 1Marketing Training: Part 1
Marketing Training: Part 1Liz Swan
 
Sponsorship marketing ideas to build a better brand experience
Sponsorship marketing ideas to build a better brand experienceSponsorship marketing ideas to build a better brand experience
Sponsorship marketing ideas to build a better brand experienceJack Morton Worldwide
 
Human, Unexpected and Bold – How NAB Became ‘More Human’
Human, Unexpected and Bold – How NAB Became ‘More Human’Human, Unexpected and Bold – How NAB Became ‘More Human’
Human, Unexpected and Bold – How NAB Became ‘More Human’Ruperta Daher
 
Worksheet - Make Yourself Memorable! – 5 Winning Tactics To Raise More Money ...
Worksheet - Make Yourself Memorable! – 5 Winning Tactics To Raise More Money ...Worksheet - Make Yourself Memorable! – 5 Winning Tactics To Raise More Money ...
Worksheet - Make Yourself Memorable! – 5 Winning Tactics To Raise More Money ...Bloomerang
 
Lovemarks Presentation
Lovemarks PresentationLovemarks Presentation
Lovemarks PresentationIA_Zappos
 
Lift, Inside:Outside by Jennifer Mooney
Lift, Inside:Outside by Jennifer MooneyLift, Inside:Outside by Jennifer Mooney
Lift, Inside:Outside by Jennifer MooneyBoot Camp Digital
 
Let Your Company Culture Inspire Your Brand
Let Your Company Culture Inspire Your BrandLet Your Company Culture Inspire Your Brand
Let Your Company Culture Inspire Your BrandSandraFekete
 
Sunglasses for your face shape
Sunglasses for your face shapeSunglasses for your face shape
Sunglasses for your face shapeSheena Agarwal
 
Brand You : Personal Branding
Brand You : Personal BrandingBrand You : Personal Branding
Brand You : Personal BrandingStudio Science
 
FISH!
FISH!FISH!
FISH!thistleblake
 
Presentation 28th october 2011 (london members day)
Presentation 28th october 2011 (london members day)Presentation 28th october 2011 (london members day)
Presentation 28th october 2011 (london members day)Sam Rathling
 
Branding 2.0 anand narasimha
Branding 2.0 anand narasimhaBranding 2.0 anand narasimha
Branding 2.0 anand narasimhaAnand1963
 
Matt Jorgenson & Pamela Wong's (Direction First) presentation at Mumbrella360.
Matt Jorgenson & Pamela Wong's (Direction First) presentation at Mumbrella360. Matt Jorgenson & Pamela Wong's (Direction First) presentation at Mumbrella360.
Matt Jorgenson & Pamela Wong's (Direction First) presentation at Mumbrella360. Ruperta Daher
 
6 Keys to Unlock a Culture of Better than Best
6 Keys to Unlock a Culture of Better than Best6 Keys to Unlock a Culture of Better than Best
6 Keys to Unlock a Culture of Better than BestAndre Hannemann Harris
 
Third age learning
Third age learning Third age learning
Third age learning Jess Sloss
 
Nonprofit Branding in the Digital Age
Nonprofit Branding in the Digital AgeNonprofit Branding in the Digital Age
Nonprofit Branding in the Digital AgeMatthew Schwartz
 
Lovemarks Summary
Lovemarks SummaryLovemarks Summary
Lovemarks SummaryAIESEC in India
 
Marketing for Non-profits | 5 vital questions to ask
Marketing for Non-profits | 5 vital questions to askMarketing for Non-profits | 5 vital questions to ask
Marketing for Non-profits | 5 vital questions to askJennifer Morrow
 
Why YOU? (AdviserEdge Melbourne 2013)
Why YOU? (AdviserEdge Melbourne 2013)Why YOU? (AdviserEdge Melbourne 2013)
Why YOU? (AdviserEdge Melbourne 2013)Tony Vidler, CFP, CLU, ChFC
 
Rethinking the charity model: The story of charity: water
Rethinking the charity model: The story of charity: waterRethinking the charity model: The story of charity: water
Rethinking the charity model: The story of charity: waterTogether We're Better
 
CURRICULUM VITAE
CURRICULUM VITAECURRICULUM VITAE
CURRICULUM VITAEStirbu Marian
 

More Related Content

What's hot

Christian Radio means "Betterness"
Christian Radio means "Betterness"Christian Radio means "Betterness"
Christian Radio means "Betterness"Mark Ramsey
 
Marketing Training: Part 1
Marketing Training: Part 1Marketing Training: Part 1
Marketing Training: Part 1Liz Swan
 
Sponsorship marketing ideas to build a better brand experience
Sponsorship marketing ideas to build a better brand experienceSponsorship marketing ideas to build a better brand experience
Sponsorship marketing ideas to build a better brand experienceJack Morton Worldwide
 
Human, Unexpected and Bold – How NAB Became ‘More Human’
Human, Unexpected and Bold – How NAB Became ‘More Human’Human, Unexpected and Bold – How NAB Became ‘More Human’
Human, Unexpected and Bold – How NAB Became ‘More Human’Ruperta Daher
 
Worksheet - Make Yourself Memorable! – 5 Winning Tactics To Raise More Money ...
Worksheet - Make Yourself Memorable! – 5 Winning Tactics To Raise More Money ...Worksheet - Make Yourself Memorable! – 5 Winning Tactics To Raise More Money ...
Worksheet - Make Yourself Memorable! – 5 Winning Tactics To Raise More Money ...Bloomerang
 
Lovemarks Presentation
Lovemarks PresentationLovemarks Presentation
Lovemarks PresentationIA_Zappos
 
Lift, Inside:Outside by Jennifer Mooney
Lift, Inside:Outside by Jennifer MooneyLift, Inside:Outside by Jennifer Mooney
Lift, Inside:Outside by Jennifer MooneyBoot Camp Digital
 
Let Your Company Culture Inspire Your Brand
Let Your Company Culture Inspire Your BrandLet Your Company Culture Inspire Your Brand
Let Your Company Culture Inspire Your BrandSandraFekete
 
Sunglasses for your face shape
Sunglasses for your face shapeSunglasses for your face shape
Sunglasses for your face shapeSheena Agarwal
 
Brand You : Personal Branding
Brand You : Personal BrandingBrand You : Personal Branding
Brand You : Personal BrandingStudio Science
 
Presentation 28th october 2011 (london members day)
Presentation 28th october 2011 (london members day)Presentation 28th october 2011 (london members day)
Presentation 28th october 2011 (london members day)Sam Rathling
 
Branding 2.0 anand narasimha
Branding 2.0 anand narasimhaBranding 2.0 anand narasimha
Branding 2.0 anand narasimhaAnand1963
 
Matt Jorgenson & Pamela Wong's (Direction First) presentation at Mumbrella360.
Matt Jorgenson & Pamela Wong's (Direction First) presentation at Mumbrella360. Matt Jorgenson & Pamela Wong's (Direction First) presentation at Mumbrella360.
Matt Jorgenson & Pamela Wong's (Direction First) presentation at Mumbrella360. Ruperta Daher
 
6 Keys to Unlock a Culture of Better than Best
6 Keys to Unlock a Culture of Better than Best6 Keys to Unlock a Culture of Better than Best
6 Keys to Unlock a Culture of Better than BestAndre Hannemann Harris
 
Third age learning
Third age learning Third age learning
Third age learning Jess Sloss
 
Nonprofit Branding in the Digital Age
Nonprofit Branding in the Digital AgeNonprofit Branding in the Digital Age
Nonprofit Branding in the Digital AgeMatthew Schwartz
 
Marketing for Non-profits | 5 vital questions to ask
Marketing for Non-profits | 5 vital questions to askMarketing for Non-profits | 5 vital questions to ask
Marketing for Non-profits | 5 vital questions to askJennifer Morrow
 

What's hot (20)

Christian Radio means "Betterness"
Christian Radio means "Betterness"Christian Radio means "Betterness"
Christian Radio means "Betterness"
 
Marketing Training: Part 1
Marketing Training: Part 1Marketing Training: Part 1
Marketing Training: Part 1
 
Sponsorship marketing ideas to build a better brand experience
Sponsorship marketing ideas to build a better brand experienceSponsorship marketing ideas to build a better brand experience
Sponsorship marketing ideas to build a better brand experience
 
Human, Unexpected and Bold – How NAB Became ‘More Human’
Human, Unexpected and Bold – How NAB Became ‘More Human’Human, Unexpected and Bold – How NAB Became ‘More Human’
Human, Unexpected and Bold – How NAB Became ‘More Human’
 
Worksheet - Make Yourself Memorable! – 5 Winning Tactics To Raise More Money ...
Worksheet - Make Yourself Memorable! – 5 Winning Tactics To Raise More Money ...Worksheet - Make Yourself Memorable! – 5 Winning Tactics To Raise More Money ...
Worksheet - Make Yourself Memorable! – 5 Winning Tactics To Raise More Money ...
 
Lovemarks Presentation
Lovemarks PresentationLovemarks Presentation
Lovemarks Presentation
 
Lift, Inside:Outside by Jennifer Mooney
Lift, Inside:Outside by Jennifer MooneyLift, Inside:Outside by Jennifer Mooney
Lift, Inside:Outside by Jennifer Mooney
 
Let Your Company Culture Inspire Your Brand
Let Your Company Culture Inspire Your BrandLet Your Company Culture Inspire Your Brand
Let Your Company Culture Inspire Your Brand
 
Sunglasses for your face shape
Sunglasses for your face shapeSunglasses for your face shape
Sunglasses for your face shape
 
Brand You : Personal Branding
Brand You : Personal BrandingBrand You : Personal Branding
Brand You : Personal Branding
 
FISH!
FISH!FISH!
FISH!
 
Presentation 28th october 2011 (london members day)
Presentation 28th october 2011 (london members day)Presentation 28th october 2011 (london members day)
Presentation 28th october 2011 (london members day)
 
Branding 2.0 anand narasimha
Branding 2.0 anand narasimhaBranding 2.0 anand narasimha
Branding 2.0 anand narasimha
 
Matt Jorgenson & Pamela Wong's (Direction First) presentation at Mumbrella360.
Matt Jorgenson & Pamela Wong's (Direction First) presentation at Mumbrella360. Matt Jorgenson & Pamela Wong's (Direction First) presentation at Mumbrella360.
Matt Jorgenson & Pamela Wong's (Direction First) presentation at Mumbrella360.
 
6 Keys to Unlock a Culture of Better than Best
6 Keys to Unlock a Culture of Better than Best6 Keys to Unlock a Culture of Better than Best
6 Keys to Unlock a Culture of Better than Best
 
Third age learning
Third age learning Third age learning
Third age learning
 
Nonprofit Branding in the Digital Age
Nonprofit Branding in the Digital AgeNonprofit Branding in the Digital Age
Nonprofit Branding in the Digital Age
 
Lovemarks Summary
Lovemarks SummaryLovemarks Summary
Lovemarks Summary
 
Marketing for Non-profits | 5 vital questions to ask
Marketing for Non-profits | 5 vital questions to askMarketing for Non-profits | 5 vital questions to ask
Marketing for Non-profits | 5 vital questions to ask
 
Why YOU? (AdviserEdge Melbourne 2013)
Why YOU? (AdviserEdge Melbourne 2013)Why YOU? (AdviserEdge Melbourne 2013)
Why YOU? (AdviserEdge Melbourne 2013)
 

Viewers also liked

Rethinking the charity model: The story of charity: water
Rethinking the charity model: The story of charity: waterRethinking the charity model: The story of charity: water
Rethinking the charity model: The story of charity: waterTogether We're Better
 
What Charities Can Learn From The Obama Campaign
What Charities Can Learn From The Obama CampaignWhat Charities Can Learn From The Obama Campaign
What Charities Can Learn From The Obama CampaignnfpSynergy
 
Our Scottish Research Seminar talks
Our Scottish Research Seminar talksOur Scottish Research Seminar talks
Our Scottish Research Seminar talksnfpSynergy
 
Our brand journey through charity merger
Our brand journey through charity mergerOur brand journey through charity merger
Our brand journey through charity mergerCharityComms
 
Develop Your Brand Architecture
Develop Your Brand ArchitectureDevelop Your Brand Architecture
Develop Your Brand ArchitectureFawcett Group
 
Social Media Marketing Strategies that Work 2010 (for the Multifamily/Apartme...
Social Media Marketing Strategies that Work 2010 (for the Multifamily/Apartme...Social Media Marketing Strategies that Work 2010 (for the Multifamily/Apartme...
Social Media Marketing Strategies that Work 2010 (for the Multifamily/Apartme...CharityHisle
 
Using mobile as part of your digital strategy
Using mobile as part of your digital strategyUsing mobile as part of your digital strategy
Using mobile as part of your digital strategyCharityComms
 
Building brand communities using social media
Building brand communities using social mediaBuilding brand communities using social media
Building brand communities using social mediaCharityComms
 
Bringing your brand and business strategy together
Bringing your brand and business strategy togetherBringing your brand and business strategy together
Bringing your brand and business strategy togetherCharityComms
 
Monitoring and evaluating conversations on the web
Monitoring and evaluating conversations on the webMonitoring and evaluating conversations on the web
Monitoring and evaluating conversations on the webCharityComms
 
Good Bites...on brand and fundraising 21_10_2011: Dan Dufour and Debbie Clark...
Good Bites...on brand and fundraising 21_10_2011: Dan Dufour and Debbie Clark...Good Bites...on brand and fundraising 21_10_2011: Dan Dufour and Debbie Clark...
Good Bites...on brand and fundraising 21_10_2011: Dan Dufour and Debbie Clark...GOOD Agency
 
Making your brand work
Making your brand workMaking your brand work
Making your brand workCharityComms
 
Assessing environment
Assessing environmentAssessing environment
Assessing environmentCharityComms
 
Towards an integrated marketing strategy
Towards an integrated marketing strategyTowards an integrated marketing strategy
Towards an integrated marketing strategyCharityComms
 
Towards a global communications approach
Towards a global communications approachTowards a global communications approach
Towards a global communications approachCharityComms
 
The trick to herding cats
The trick to herding catsThe trick to herding cats
The trick to herding catsCharityComms
 
Evaluating & Adapting Your Communications Strategy
Evaluating & Adapting Your Communications StrategyEvaluating & Adapting Your Communications Strategy
Evaluating & Adapting Your Communications StrategyCharityComms
 
What does a good comms strategy look like?
What does a good comms strategy look like?What does a good comms strategy look like?
What does a good comms strategy look like?CharityComms
 
Importance of Research to Your Comms Strategy
Importance of Research to Your Comms StrategyImportance of Research to Your Comms Strategy
Importance of Research to Your Comms StrategyCharityComms
 

Viewers also liked (20)

Rethinking the charity model: The story of charity: water
Rethinking the charity model: The story of charity: waterRethinking the charity model: The story of charity: water
Rethinking the charity model: The story of charity: water
 
CURRICULUM VITAE
CURRICULUM VITAECURRICULUM VITAE
CURRICULUM VITAE
 
What Charities Can Learn From The Obama Campaign
What Charities Can Learn From The Obama CampaignWhat Charities Can Learn From The Obama Campaign
What Charities Can Learn From The Obama Campaign
 
Our Scottish Research Seminar talks
Our Scottish Research Seminar talksOur Scottish Research Seminar talks
Our Scottish Research Seminar talks
 
Our brand journey through charity merger
Our brand journey through charity mergerOur brand journey through charity merger
Our brand journey through charity merger
 
Develop Your Brand Architecture
Develop Your Brand ArchitectureDevelop Your Brand Architecture
Develop Your Brand Architecture
 
Social Media Marketing Strategies that Work 2010 (for the Multifamily/Apartme...
Social Media Marketing Strategies that Work 2010 (for the Multifamily/Apartme...Social Media Marketing Strategies that Work 2010 (for the Multifamily/Apartme...
Social Media Marketing Strategies that Work 2010 (for the Multifamily/Apartme...
 
Using mobile as part of your digital strategy
Using mobile as part of your digital strategyUsing mobile as part of your digital strategy
Using mobile as part of your digital strategy
 
Building brand communities using social media
Building brand communities using social mediaBuilding brand communities using social media
Building brand communities using social media
 
Bringing your brand and business strategy together
Bringing your brand and business strategy togetherBringing your brand and business strategy together
Bringing your brand and business strategy together
 
Monitoring and evaluating conversations on the web
Monitoring and evaluating conversations on the webMonitoring and evaluating conversations on the web
Monitoring and evaluating conversations on the web
 
Good Bites...on brand and fundraising 21_10_2011: Dan Dufour and Debbie Clark...
Good Bites...on brand and fundraising 21_10_2011: Dan Dufour and Debbie Clark...Good Bites...on brand and fundraising 21_10_2011: Dan Dufour and Debbie Clark...
Good Bites...on brand and fundraising 21_10_2011: Dan Dufour and Debbie Clark...
 
Making your brand work
Making your brand workMaking your brand work
Making your brand work
 
Assessing environment
Assessing environmentAssessing environment
Assessing environment
 
Towards an integrated marketing strategy
Towards an integrated marketing strategyTowards an integrated marketing strategy
Towards an integrated marketing strategy
 
Towards a global communications approach
Towards a global communications approachTowards a global communications approach
Towards a global communications approach
 
The trick to herding cats
The trick to herding catsThe trick to herding cats
The trick to herding cats
 
Evaluating & Adapting Your Communications Strategy
Evaluating & Adapting Your Communications StrategyEvaluating & Adapting Your Communications Strategy
Evaluating & Adapting Your Communications Strategy
 
What does a good comms strategy look like?
What does a good comms strategy look like?What does a good comms strategy look like?
What does a good comms strategy look like?
 
Importance of Research to Your Comms Strategy
Importance of Research to Your Comms StrategyImportance of Research to Your Comms Strategy
Importance of Research to Your Comms Strategy
 

Similar to What makes a strong charity brand?

Social Media What The Heck Is It All About?
Social Media What The Heck Is It All About?Social Media What The Heck Is It All About?
Social Media What The Heck Is It All About?✔ Antony Slabinck
 
Social media and retail banking
Social media and retail bankingSocial media and retail banking
Social media and retail bankingInfosys Finacle
 
Putting Your Best Face Forward with Social Media
Putting Your Best Face Forward with Social MediaPutting Your Best Face Forward with Social Media
Putting Your Best Face Forward with Social MediaThom Fox
 
DDI Forum 2011 - Watt International Workshop
DDI Forum 2011 - Watt International WorkshopDDI Forum 2011 - Watt International Workshop
DDI Forum 2011 - Watt International WorkshopWatt International
 
Philadelphia Fashion Incubator Presentation - May 2018
Philadelphia Fashion Incubator Presentation - May 2018 Philadelphia Fashion Incubator Presentation - May 2018
Philadelphia Fashion Incubator Presentation - May 2018 Jami Slotnick
 
Philadelphia Fashion Incubator Presentation May 2018
Philadelphia Fashion Incubator Presentation May 2018Philadelphia Fashion Incubator Presentation May 2018
Philadelphia Fashion Incubator Presentation May 2018David Hitt
 
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709peteraharris
 
PSDA Presentation 02082008
PSDA Presentation 02082008PSDA Presentation 02082008
PSDA Presentation 02082008Joel Warady
 
Staying Ahead of Disruptors in the Hospitality Business
Staying Ahead of Disruptors in the Hospitality BusinessStaying Ahead of Disruptors in the Hospitality Business
Staying Ahead of Disruptors in the Hospitality BusinessVIVALDI
 
Destination Branding and Marketing IV Conference | Keynote
Destination Branding and Marketing IV Conference | KeynoteDestination Branding and Marketing IV Conference | Keynote
Destination Branding and Marketing IV Conference | KeynoteJon Munro
 
Digiday Publishing Summit Europe, Ella Dolphin, The Stylist Group
Digiday Publishing Summit Europe, Ella Dolphin, The Stylist GroupDigiday Publishing Summit Europe, Ella Dolphin, The Stylist Group
Digiday Publishing Summit Europe, Ella Dolphin, The Stylist GroupDigiday
 
Marketing in the Social Age
Marketing in the Social AgeMarketing in the Social Age
Marketing in the Social AgeAdam Lee
 
The Science of Social Media
The Science of Social MediaThe Science of Social Media
The Science of Social MediaAdrian Blake
 

Similar to What makes a strong charity brand? (20)

Social Media What The Heck Is It All About?
Social Media What The Heck Is It All About?Social Media What The Heck Is It All About?
Social Media What The Heck Is It All About?
 
Social media and retail banking
Social media and retail bankingSocial media and retail banking
Social media and retail banking
 
Putting Your Best Face Forward with Social Media
Putting Your Best Face Forward with Social MediaPutting Your Best Face Forward with Social Media
Putting Your Best Face Forward with Social Media
 
DDI Forum 2011 - Watt International Workshop
DDI Forum 2011 - Watt International WorkshopDDI Forum 2011 - Watt International Workshop
DDI Forum 2011 - Watt International Workshop
 
Inbound Marketing
Inbound MarketingInbound Marketing
Inbound Marketing
 
Philadelphia Fashion Incubator Presentation - May 2018
Philadelphia Fashion Incubator Presentation - May 2018 Philadelphia Fashion Incubator Presentation - May 2018
Philadelphia Fashion Incubator Presentation - May 2018
 
Philadelphia Fashion Incubator Presentation May 2018
Philadelphia Fashion Incubator Presentation May 2018Philadelphia Fashion Incubator Presentation May 2018
Philadelphia Fashion Incubator Presentation May 2018
 
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
 
PSDA Presentation 02082008
PSDA Presentation 02082008PSDA Presentation 02082008
PSDA Presentation 02082008
 
Yellow Seed Credentials 2017
Yellow Seed Credentials 2017Yellow Seed Credentials 2017
Yellow Seed Credentials 2017
 
Staying Ahead of Disruptors in the Hospitality Business
Staying Ahead of Disruptors in the Hospitality BusinessStaying Ahead of Disruptors in the Hospitality Business
Staying Ahead of Disruptors in the Hospitality Business
 
Destination Branding and Marketing IV Conference | Keynote
Destination Branding and Marketing IV Conference | KeynoteDestination Branding and Marketing IV Conference | Keynote
Destination Branding and Marketing IV Conference | Keynote
 
Brand Ambassadors
Brand AmbassadorsBrand Ambassadors
Brand Ambassadors
 
Marketing & Branding
Marketing & BrandingMarketing & Branding
Marketing & Branding
 
Social Media for Business
Social Media for BusinessSocial Media for Business
Social Media for Business
 
Social Media Presented By Ritz Marketing 2.16.11
Social Media Presented By Ritz Marketing 2.16.11Social Media Presented By Ritz Marketing 2.16.11
Social Media Presented By Ritz Marketing 2.16.11
 
Brewery Marketing
Brewery MarketingBrewery Marketing
Brewery Marketing
 
Digiday Publishing Summit Europe, Ella Dolphin, The Stylist Group
Digiday Publishing Summit Europe, Ella Dolphin, The Stylist GroupDigiday Publishing Summit Europe, Ella Dolphin, The Stylist Group
Digiday Publishing Summit Europe, Ella Dolphin, The Stylist Group
 
Marketing in the Social Age
Marketing in the Social AgeMarketing in the Social Age
Marketing in the Social Age
 
The Science of Social Media
The Science of Social MediaThe Science of Social Media
The Science of Social Media
 

More from CharityComms

The science behind fake news and misinformation: lessons for effective charit...
The science behind fake news and misinformation: lessons for effective charit...The science behind fake news and misinformation: lessons for effective charit...
The science behind fake news and misinformation: lessons for effective charit...CharityComms
 
How to find the heart of your story and truly connect with your audience
How to find the heart of your story and truly connect with your audienceHow to find the heart of your story and truly connect with your audience
How to find the heart of your story and truly connect with your audienceCharityComms
 
Testing stories in the real world: a case study breakdown with Unicef and Cat...
Testing stories in the real world: a case study breakdown with Unicef and Cat...Testing stories in the real world: a case study breakdown with Unicef and Cat...
Testing stories in the real world: a case study breakdown with Unicef and Cat...CharityComms
 
Shifting public perceptions of childhood obesity as part of a long-term appro...
Shifting public perceptions of childhood obesity as part of a long-term appro...Shifting public perceptions of childhood obesity as part of a long-term appro...
Shifting public perceptions of childhood obesity as part of a long-term appro...CharityComms
 
Golden rules for changing hearts and minds in divided times
Golden rules for changing hearts and minds in divided timesGolden rules for changing hearts and minds in divided times
Golden rules for changing hearts and minds in divided timesCharityComms
 
How framing is changing the rules of charity comms
How framing is changing the rules of charity commsHow framing is changing the rules of charity comms
How framing is changing the rules of charity commsCharityComms
 
Applying behavioural insights to comms
Applying behavioural insights to commsApplying behavioural insights to comms
Applying behavioural insights to commsCharityComms
 
Why it's so hard to change minds
Why it's so hard to change mindsWhy it's so hard to change minds
Why it's so hard to change mindsCharityComms
 
What if we thought right outside the box?
What if we thought right outside the box?What if we thought right outside the box?
What if we thought right outside the box?CharityComms
 
Creating a new sea story - a first aid kit for ocean communications
Creating a new sea story - a first aid kit for ocean communicationsCreating a new sea story - a first aid kit for ocean communications
Creating a new sea story - a first aid kit for ocean communicationsCharityComms
 
Trends in a turbulent world
Trends in a turbulent worldTrends in a turbulent world
Trends in a turbulent worldCharityComms
 
What defines us? The importance of authentic communicators and the misconcept...
What defines us? The importance of authentic communicators and the misconcept...What defines us? The importance of authentic communicators and the misconcept...
What defines us? The importance of authentic communicators and the misconcept...CharityComms
 
What has our brand got to do with our gossip culture?
What has our brand got to do with our gossip culture?What has our brand got to do with our gossip culture?
What has our brand got to do with our gossip culture?CharityComms
 
How to identify or develop a values framework and apply it to your audiences
How to identify or develop a values framework and apply it to your audiencesHow to identify or develop a values framework and apply it to your audiences
How to identify or develop a values framework and apply it to your audiencesCharityComms
 
Embedding social research insights into your communications and culture
Embedding social research insights into your communications and culture Embedding social research insights into your communications and culture
Embedding social research insights into your communications and culture CharityComms
 
20 Voices for 2020: Using supporter-generated content to share personal stories
20 Voices for 2020: Using supporter-generated content to share personal stories20 Voices for 2020: Using supporter-generated content to share personal stories
20 Voices for 2020: Using supporter-generated content to share personal storiesCharityComms
 
Crisis at Christmas: Sharing real-life stories at the point of support
Crisis at Christmas: Sharing real-life stories at the point of supportCrisis at Christmas: Sharing real-life stories at the point of support
Crisis at Christmas: Sharing real-life stories at the point of supportCharityComms
 
How Bowel Cancer UK maximise case studies during Bowel Cancer Awareness Month
How Bowel Cancer UK maximise case studies during Bowel Cancer Awareness MonthHow Bowel Cancer UK maximise case studies during Bowel Cancer Awareness Month
How Bowel Cancer UK maximise case studies during Bowel Cancer Awareness MonthCharityComms
 
Crisis communications isn't always about the negative
Crisis communications isn't always about the negativeCrisis communications isn't always about the negative
Crisis communications isn't always about the negativeCharityComms
 
What opportunities does the new parliament offer charities?
What opportunities does the new parliament offer charities?What opportunities does the new parliament offer charities?
What opportunities does the new parliament offer charities?CharityComms
 

More from CharityComms (20)

The science behind fake news and misinformation: lessons for effective charit...
The science behind fake news and misinformation: lessons for effective charit...The science behind fake news and misinformation: lessons for effective charit...
The science behind fake news and misinformation: lessons for effective charit...
 
How to find the heart of your story and truly connect with your audience
How to find the heart of your story and truly connect with your audienceHow to find the heart of your story and truly connect with your audience
How to find the heart of your story and truly connect with your audience
 
Testing stories in the real world: a case study breakdown with Unicef and Cat...
Testing stories in the real world: a case study breakdown with Unicef and Cat...Testing stories in the real world: a case study breakdown with Unicef and Cat...
Testing stories in the real world: a case study breakdown with Unicef and Cat...
 
Shifting public perceptions of childhood obesity as part of a long-term appro...
Shifting public perceptions of childhood obesity as part of a long-term appro...Shifting public perceptions of childhood obesity as part of a long-term appro...
Shifting public perceptions of childhood obesity as part of a long-term appro...
 
Golden rules for changing hearts and minds in divided times
Golden rules for changing hearts and minds in divided timesGolden rules for changing hearts and minds in divided times
Golden rules for changing hearts and minds in divided times
 
How framing is changing the rules of charity comms
How framing is changing the rules of charity commsHow framing is changing the rules of charity comms
How framing is changing the rules of charity comms
 
Applying behavioural insights to comms
Applying behavioural insights to commsApplying behavioural insights to comms
Applying behavioural insights to comms
 
Why it's so hard to change minds
Why it's so hard to change mindsWhy it's so hard to change minds
Why it's so hard to change minds
 
What if we thought right outside the box?
What if we thought right outside the box?What if we thought right outside the box?
What if we thought right outside the box?
 
Creating a new sea story - a first aid kit for ocean communications
Creating a new sea story - a first aid kit for ocean communicationsCreating a new sea story - a first aid kit for ocean communications
Creating a new sea story - a first aid kit for ocean communications
 
Trends in a turbulent world
Trends in a turbulent worldTrends in a turbulent world
Trends in a turbulent world
 
What defines us? The importance of authentic communicators and the misconcept...
What defines us? The importance of authentic communicators and the misconcept...What defines us? The importance of authentic communicators and the misconcept...
What defines us? The importance of authentic communicators and the misconcept...
 
What has our brand got to do with our gossip culture?
What has our brand got to do with our gossip culture?What has our brand got to do with our gossip culture?
What has our brand got to do with our gossip culture?
 
How to identify or develop a values framework and apply it to your audiences
How to identify or develop a values framework and apply it to your audiencesHow to identify or develop a values framework and apply it to your audiences
How to identify or develop a values framework and apply it to your audiences
 
Embedding social research insights into your communications and culture
Embedding social research insights into your communications and culture Embedding social research insights into your communications and culture
Embedding social research insights into your communications and culture
 
20 Voices for 2020: Using supporter-generated content to share personal stories
20 Voices for 2020: Using supporter-generated content to share personal stories20 Voices for 2020: Using supporter-generated content to share personal stories
20 Voices for 2020: Using supporter-generated content to share personal stories
 
Crisis at Christmas: Sharing real-life stories at the point of support
Crisis at Christmas: Sharing real-life stories at the point of supportCrisis at Christmas: Sharing real-life stories at the point of support
Crisis at Christmas: Sharing real-life stories at the point of support
 
How Bowel Cancer UK maximise case studies during Bowel Cancer Awareness Month
How Bowel Cancer UK maximise case studies during Bowel Cancer Awareness MonthHow Bowel Cancer UK maximise case studies during Bowel Cancer Awareness Month
How Bowel Cancer UK maximise case studies during Bowel Cancer Awareness Month
 
Crisis communications isn't always about the negative
Crisis communications isn't always about the negativeCrisis communications isn't always about the negative
Crisis communications isn't always about the negative
 
What opportunities does the new parliament offer charities?
What opportunities does the new parliament offer charities?What opportunities does the new parliament offer charities?
What opportunities does the new parliament offer charities?
 

What makes a strong charity brand?

  • 1. Developing Your Brand and Image Conference 30 March 2011 What makes a strong charity brand? CharityComms is the professional membership body for charity communicators. We believe charity communications are integral to each charity’s work for a better world. W: www.charitycomms.org.uk T: 0207 426 8877 E: emma@charitycomms.org.uk
  • 2. What makes a strong charity brand? Lynda Thomas Director of External Affairs Macmillan Cancer Support
  • 3. What we’re going to cover today Why having a strong brand matters The elements of a strong charity brand The Macmillan brand – where we’ve got to
  • 4. Why having a strong brand matters
  • 5.
  • 6. What a strong brand can do for you Your brand
  • 7. offer image external products & services communications customer segments customer interaction price strategy social actions brand idea internal structure workplace alliances leadership style skills knowledge sharing capability culture hard soft
  • 8. The elements of a strong charity brand?
  • 9. Create a clear and compelling proposition
  • 10. How you behave How people experience you There can’t be a disconnect between who you say you are and how you make people feel. Macmillan Nurse Samaritans
  • 11.
  • 12.
  • 14.
  • 15. ‘There’s very few places you can go to in the world where you can pick up a telephone and another human being, no matter why they’re doing it, will listen to you unconditionally. If you want to pour out in a phonecall, they will listen for hours, for as long as you need them to.’
  • 16.
  • 17.
  • 19.
  • 20.
  • 22.
  • 23.
  • 24.
  • 26.
  • 27.
  • 29.
  • 30.
  • 31.
  • 33.
  • 34.
  • 35.
  • 37.
  • 38. Our eight golden rules 1. Create a clear and compelling proposition 2. Let your values shine through 3. Capture the zeitgeist 4. Give customers control 5. Amplify your voice 6. Collaborate 7. Be distinctive 8. Be consistent
  • 39. The Macmillan brand: where we’ve got to
  • 40.
  • 41.
  • 42.
  • 43.
  • 44.
  • 45. What we do What we do Macmillan Cancer Support improves the lives of people affected by cancer. We are a source of support: providing practical, medical, emotional and financial support. We are a force for change: listening to people affected by cancer and working together for better cancer care.
  • 46. Moving from to angels of death force for life institution part of life accommodating assertive volunteers as supporters volunteers as a force charity a movement
  • 48.
  • 50.
  • 51.
  • 52.
  • 53.
  • 54. We could do better! 1. Create a clear and compelling proposition 2. Let your values shine through 3. Capture the zeitgeist 4. Give customers control 5. Amplify your voice 6. Collaborate 7. Be distinctive 8. Be consistent
  • 56.
  • 57. Web stats Page impressions across all macmillan.org.uk sites 4000000 3500000 4000000 3000000 3500000 2500000 3000000 2000000 2500000 1500000 2000000 1000000 1500000 500000 1000000 0 500000 October 2009 PI October 2010 PI 0 September 2010 PI October 2010 PI … however the number is up The number of page 45% on October 2009. impressions for October is down 9% on September… Again, the high number of page impressions in September is likely a result of WBCM.
  • 58.