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Small CharityBrand Survey
How to run anAppreciative Inquiryworkshop to improvebrand management
The Red Pencil
The Small Charity Brand Survey studied how 140UK charities with annual incomes of £1m or lesswere managing and implementing their brands, and if the recession influenced branding decisions.
This Red Pencil guide uses the findings of the survey to show you how to run an Appreciative Inquiry based workshop to understand and manage your brand tosee better fundraising results. AppreciativeInquiry focuses on finding solutions.
Step 1: Context:Whole group
Add to the timeline other events:• from your personal / professional life• from around the world and UK recession• from your charity and its brand
20072008
20092010
20112012
20132014
Northern Rocknationalised
Coalition Government
Greece nearlybankrupt
Riots in London
Spending Reviewcuts charity funding
Potential ‘double dip’recession
Large scalespending cuts
Housing marketcollapse
Global financialcrisis
Olympics
Golden Jubilee
Charities Act NCVO predictspublic spendingcuts continuingto 2017/18
European Elections =‘far right’ growth
Interest rates cutto record low
Quantitativeeasing in UK
Recession timeline
World and UK recession
Brand management continuum
Branding is influenced by ourexperiences and external events sothis contextualises your brand’s historyand evolution during the UK recession.
vision & mission
Brand remain Brand evolve Brand revolveBrand renew
values communications strategy
key messages & stories
languageguidelines
brandarchitecture
visual guidelines & templates
brandambassadors
monitoring &evaluation
stakeholderconsultation
refreshvalues
refreshcolours
changestrapline
changelogo
strapline & logo
changename
name &strapline
name, logo& strapline
Step 2:Whole group / breakaway
Use the brand management continuum to discuss what ‘stage’ your brand is at. Do youhave in place all the brand management components listed in brand remain? Are youconsidering any activities in the other stages that describe different levels of rebranding?
linked to
main brand
“Through long-term planning”
“Time can be a big issue
for smallcharities”
“Don’t know where
to go for information
about resourcesrequired and cos
t-effective source
s of help”
Step 3:Breakaway
Take one brand management mind map (barriers, outcomes andoutputs) per group and discuss. Do they apply in your charity?Annotate each mind map so it applies to your organisation.
Step 4:Breakaway
Discuss how you can overcome the barriers and realise the benefits of brandmanagement in your charity. Think about the context of your recession timeline.Focus on solutions – don’t dwell on issues.
Step 5: Conclusion:Whole group
Feedback from breakaway groups on the solutions identified to manage yourbrand. Discuss and reflect as a whole group. Note important points and identifyactions for tomorrow, this month and this year.
“Better internal
brandmanagement
leading to a
more engaged
organisation”
“Through on goingbrand managementand links with HRprocedures”
“Are better able tomanage new and existingsupporters’ perceptions”We have
seen a risein income
We have seen a
rise in people
applying for jobs
We have seenefficiencysavingsWe are able to
develop morepartnerships
We see better
performance
against
competitors
Good brandmanagement in small
charities deliversbeneficial outputs
“By linking vision
and values through
common messages to
internal and external
brand management”
“Through unifyingbanner andmanagement of brand”
Growth in prideamong staff,trustees andvolunteers
We haveseen a rise insupporters
We are able tobe more influential with decision-makers(e.g. councillors,commissioners,politicians)
“Helps identify
partners and
networks”
“Attractive tofunders and donors”
Helps usbe moreinfluential
Conveys our
values and
benefits
Increase staff/ volunteer
engagementand loyalty
Distinguishesus in
challengingtimes
Increasesbeneficiary
engagement andloyalty
Gives
strategic
clarity
“Instantrecognitionin a crowdedmarketplace”
Supportssustainable
growth
Helps tell thestories of thedifference we make
Helps us todevelop otherproducts andservices
Speaks tomultiple
stakeholders
“Need toknow whoto involve”
“Staff supportive ofbranding but trusteesdon’t support it”
Lack ofunderstanding
and/orexpertise
Branding not
seen as a
strategic
investment
Do not have theresources (peopleand money) to
put into brandingDo not have theright managementstructures tosupport branding
Supporters and
funders do not
welcome spending
on branding
There are barriersthat prevent smallcharities frommanaging theirbrands
“Don’t know what tomonitor – large charitymetrics not appropriatefor small charities”
Lack ofmoneyLack of support from
staff, trustees andvolunteers to invest in
branding
Red Pencil helps charities market your products andservices, communicate impact and raise funds.Read more at
redpencil.co.uk
Share your workshop experiences or get help at
hello@redpencil.co.uk@RedPencil_ #SmallCharityBrandSurvey
Get in touch if you'd like to be sent an executivesummary of the Small Charity Brand Survey resultsand recommendations.
Brand management barriers Brand management benefits (outcomes) Brand management benefits (outputs)
Language ofbranding not
appropriate forcharities
Improvestrust in
charities
Good brand
management in small
charities delivers
beneficial outcomes
Photo captions and credits:
Writing on the recession timeline © Alec Leggat, Red Pencil
Annotating a brand management mind map© Alec Leggat, Red Pencil
Mind maps and recession timeline from theAppreciative Inquiry focus group run during
the Small Charity Brand Survey research © Alec Leggat, Red Pencil
The Small Charity Brand Survey was supported by the Centre for CharityEffectiveness at Cass Business School, City University London
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