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 AffairsMacmillan 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

workplace

leadership style

knowledge sharing

culture

offer

products & services

customer segments

price strategy

structure

alliances

skills

capability

image

communications

customer interaction

social actions

hard soft

exte

rna

lin

tern

al

brand

idea

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

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.

What we do

from

angels of death

institution

accommodating

volunteers as supporters

charity

to

force for life

part of life

assertive

volunteers as a force

a movement

Moving

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

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October 2009 PI October 2010 PI0

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1000000

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3000000

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September 2010 PI October 2010 PI

Page impressions across all macmillan.org.uk

sites

The number of page impressions for October is down 9% on September…

… however the number is up 45% on October 2009.

Again, the high number of page impressions in September is likely a result of WBCM.

Web stats

Thank you