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Third Sector :: Design Communications and Third Sector Branding
The value of successful branding in the Third Sector
We are bombarded with an estimated 3,000 brand messages every single day, a mixture of compelling propositions and calls to action by companies with multi-million pound marketing budgets who manage to grab our attention at every opportunity. With fierce competition such as this, how do charities stand a chance, especially when they are so often criticised for spending money on themselves?
With over 200,000 registered charities in the UK, it is a crowded marketplace in itself and unique in that each organisation shares similar values and relies heavily on the generosity of people freely giving their time and money for no remuneration other than a feeling of well being. There is a strong sense amongst supporters of what it means to be a charity; a caring, compassionate, committed, ethical, and honest organisation that raises money for the good of others. Alongside these core values, there are other key factors that distinguish charities from each other. It is paramount that a charity works as hard to develop and convey these factors through all their communications as a business would in order to convey the vision, mission, value and beliefs to all its target audiences.
Professor of Marketing at the University of the West of England, Adrian Sargeant comments: "Interest in branding seems to be growing; those charities which bring in most money have long recognised the benefits. But now an understanding of the need for branding seems to be permeating the whole sector. And with good reason. Successful charity brands can have a very positive impact on how organisations perform, how donors feel about them, and on the income they get."
Potential donors will encounter a charity's brand before they have any interaction with the charity itself, so it is vital that the brand identity conveys the charity's visions and values whilst still appealing to the target audience. A brand identity is your chance to make that crucial first impression and shape the way the public perceives you. If the public don't understand what the brand stands for, they cannot be expected to buy into its essence. The visual and verbal language used are pivotal in a charity's development, after all there isn't a 'product' to sell and they are mainly perceived by the work that they do, so if a charity fails to present itself well, it can fail as an organisation.
A survey carried out by the Economic & Social Research Council in 2005 found that when it came to people deciding where to direct their contributions and place their support, key factors included the emotional and intellectual stimulation a charity could give, how much influence the public thought it could yield, and the tone of voice adopted throughout all communication.
A good brand cannot be created overnight, it comprises factors such as trust, reliability and donor loyalty which can only be earned over time. But distinction over other similar organisations can be addressed immediately through communicating clear key messages and can have a considerable positive impact on the perception of the charity.
Too often charitable organisations will chose the cheapest marketing option available to them simply to avoid criticism from the public, after all every last penny is expected to be carefully watched and justified, but is it not considered better to spend more money wisely and make a real impact for the good of the charity than less, ineffectively?
Black Pig runs Third Sector branding workshops at a reduced rate helping charities to polish their image both inside, and out. Call 01763 222333 for more details or email charitybranding@blackpig.co.uk
