Digital resources for staff and supporters

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Caroline Ledger, Parkinson's UK
Digital Communications on a Shoestring Conference, 13 October 2010.
www.charitycomms.org.uk/events

Published in: Health & Medicine, Business
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Digital resources for staff and supporters

  1. 1. Today • Introductions • A bit of background • Tools and resources • Questions and discussion
  2. 2. • Every hour, someone is told they have Parkinson’s. Because we’re here, no one has to face Parkinson’s alone. • As the UK’s Parkinson’s support and research charity we’re leading the work to find a cure, and to improve life for everyone affected by Parkinson’s. • We have 34,000 members, 330 local groups run by volunteers, and 300 staff - 200 of which are based at home. • We are dependent on voluntary donations. 50% of our income is from legacies. • In April 2010 we became Parkinson’s UK.
  3. 3. Lot’s of people don’t understand Parkinson’s properly. 1 in 7 people incorrectly think only older people get Parkinson’s, and that people under 40 cannot get the disease. Lots of people haven’t heard of us or know that we can help. The Parkinson’s Disease Society only has 1% public awareness and only 5% of people say they have seen our old logo.
  4. 4. We don’t reach everybody that we should. There are 120,000 people living with Parkinson’s in the UK, and yet we only have 30,000 members. We must increase our income by raising more than £27million by the end of 2014. That’s an 11% increase per year, and means inspiring lots more people to support us.
  5. 5. Phase 1 – Research (March to May) We carried out research to find out how much we needed to change. This included interviews and focus groups with all our audiences. • We didn’t have a clear vision and found out that everyone explained the society in a different way. • People didn’t like our name. Some people didn’t like the word “disease” because it sounded off-putting or contagious. Others felt the word “society” was old fashioned or sounded exclusive. • Some people criticised the culture of the charity for being divided, slow and “a bit dusty”. Like a plodding hippo rather than a fast-paced fox.
  6. 6. Phase 2 – Brand Development (May – July) • Next we defined our vision, mission and values, and developed options for a new name and strapline. • These were tested with all our audiences (reference groups) before being agreed by the Board.
  7. 7. Phase 3 – Creative development (July – October) • We started by doing an audit of the current identity and style of language (tone of voice). • We designed three options for the brand (logos, colours, typography and photography) and tested them with the same reference groups from stage two. • We then chose one route on the basis of the feedback – developed it further – and got approval from our Board.
  8. 8. How did we engage and involve people? • Not the “B” word! • We used open and honest communications through all available channels from the outset, and at every stage. • This included presentations at the beginning about what a brand was and why we were re-branding.
  9. 9. We produced • Videos • Online • Word templates • Other templates • Artwork • Brand guidelines • Photo library
  10. 10. We involved our staff and supporters in the project all the way through, including at our AGM in September Embedded Video clip
  11. 11. We made a follow up video following the creative development to explain our new visual identity. Embedded Video clip
  12. 12. Online
  13. 13. Photo library
  14. 14. Get in touch Caroline Ledger cledger@parkinsons.org.uk 020 7963 9331

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