1. 1. Brand communications with impact Rachel Picken, MPAD #ThriveThirdSector @RachelPickenwww.mpad.co.uk
2. 2. Cornwalls VCSE A Crowded Marketplace Charity canvasser exercise @RachelPickenwww.mpad.co.uk
3. 3. @RachelPickenwww.mpad.co.uk
4. 4. Charity brand index 2014 1. Cancer Research UK (3) 2. Royal British Legion (5) 3. Macmillan (1) 4. BBC Children inNeed (11) 5. British Heart Foundation (7) 6. RSPCA (12) 7. Marie Curie Cancer Care (13) 8. Comic Relief (9) 9. Help for Heroes (4) 10. NSPCC (8) @RachelPickenwww.mpad.co.uk
5. 5. What can we learn from the Big 3? Cancer Research UK Royal British Legion Macmillan @RachelPickenwww.mpad.co.uk
6. 6. Cancer Research UK: Be Bold and Brave @RachelPickenwww.mpad.co.uk
7. 7. Cancer Research UK: During this financial year 12/13 we expect to spend 687,000 on refreshing our brand. This cost is less than 0.2% of our annual income budgeted for this period. And over 5 years, we expect this to equate to 0.03% of our projected income. This gives us a lot of confidence that the benefits of undertaking this change will easily outweigh the upfront investment. @RachelPickenwww.mpad.co.uk
8. 8. Poppy Appeal - Think visual @RachelPickenwww.mpad.co.uk
9. 9. RBLs Poppy Appeal is Britains most trusted brand 2014 The British public trusts The Royal British Legion Poppy Appeal more than any other brand, according to a new survey. The Poppy Appeal tops the list of the UKs 20 most trusted brands compiled from a survey of over 3,000 people in the UK between the ages of 18 and 74. @RachelPickenwww.mpad.co.uk
10. 10. Macmillan: Establish why you are different from your competitors. @RachelPickenwww.mpad.co.uk
11. 11. @RachelPickenwww.mpad.co.uk The space Macmillan wanted to occupy Rebrand in 2004
12. 12. @RachelPickenwww.mpad.co.uk Life Force Macmillan Brand Idea
13. 13. @RachelPickenwww.mpad.co.uk
14. 14. Macmillan: The Results Cost: 120,000 2004: From ranked as 28th most memorable charity to 8th in Charity Awareness Monitor No 1 in 2013 Income increased 20% increase in fundraising. From 97.7m 2005 to 118m. @RachelPickenwww.mpad.co.uk
15. 15. Macmillan received 3m, but accused of hijacking the craze. (Had been criticised for being too slow on the uptake of the #NoMakeUpSelfie). @RachelPickenwww.mpad.co.uk
16. 16. Comms trends for 2015 @MarkPickenwww.mpad.co.uk
17. 17. Keep it authentic. Charities are not immune from criticism @Rachel Pickenwww.mpad.co.uk
18. 18. Embrace online but dont neglect traditional channels @RachelPickenwww.mpad.co.uk
19. 19. Get ready, be Agile. Are you ready for your Ice Bucket Challenge? @RachelPickenwww.mpad.co.uk
20. 20. But dont be cookie cutter @RachelPickenwww.mpad.co.uk
21. 21. How can you get the most out of communications? It should start with a strategy. @RachelPickenwww.mpad.co.uk
22. 22. Focus on outcomes rather than outputs. Not just about coverage and social media noise. Its about organisational objectives e.g. volunteer numbers, fundraising income or membership numbers @RachelPickenwww.mpad.co.uk
23. 23. @RachelPickenwww.mpad.co.uk
24. 24. Thank you. Your questions are welcome @RachelPickenwww.mpad.co.uk