Developing Your Brand and Image Conference               30 March 2011            What makes a strong charity brand?Charit...
What makes astrong charitybrand?Lynda ThomasDirector of External AffairsMacmillan Cancer Support
What we’re going to cover todayWhy having a strong brand mattersThe elements of a strong charity brandThe Macmillan brand ...
Why having a strongbrand matters
What a strong brand can do for you                 Your                 brand
offer                                      image  external             products & services               communications   ...
The elements of a strongcharity brand?
Create a clearand compellingproposition
How you behaveHow people experience youThere can’t be a disconnect between who you say you areand how you make people feel...
Let yourvalues shinethrough
‘There’s very few places you cango to in the world where you canpick up a telephone and anotherhuman being, no matter whyt...
Capturethe zeitgeist
Givecustomerscontrol
Amplifyyour voice
Collaborate
Be distinctive
Be consistent
Our eight golden rules1. Create a clear and compelling proposition2. Let your values shine through3. Capture the zeitgeist...
The Macmillan brand:where we’ve got to
What we doWhat we doMacmillan Cancer Support improves the lives of peopleaffected by cancer.We are a source of support: pr...
Movingfrom                       toangels of death            force for lifeinstitution                part of lifeaccommo...
Our results
Brand Advertising
We could do better!1. Create a clear and compelling proposition2. Let your values shine through3. Capture the zeitgeist4. ...
The Macmillan brand
Web stats      Page impressions across all macmillan.org.uk      sites                                                4000...
Thank you
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
What makes a strong charity brand?
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What makes a strong charity brand?

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What makes a strong charity brand?

  1. 1. Developing Your Brand and Image Conference 30 March 2011 What makes a strong charity brand?CharityComms is the professional membership body for charity communicators. Webelieve 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
  2. 2. What makes astrong charitybrand?Lynda ThomasDirector of External AffairsMacmillan Cancer Support
  3. 3. What we’re going to cover todayWhy having a strong brand mattersThe elements of a strong charity brandThe Macmillan brand – where we’ve got to
  4. 4. Why having a strongbrand matters
  5. 5. What a strong brand can do for you Your brand
  6. 6. offer image external products & services communications customer segments customer interaction price strategy social actions brand ideainternal structure workplace alliances leadership style skills knowledge sharing capability culture hard soft
  7. 7. The elements of a strongcharity brand?
  8. 8. Create a clearand compellingproposition
  9. 9. How you behaveHow people experience youThere can’t be a disconnect between who you say you areand how you make people feel.Macmillan NurseSamaritans
  10. 10. Let yourvalues shinethrough
  11. 11. ‘There’s very few places you cango to in the world where you canpick up a telephone and anotherhuman being, no matter whythey’re doing it, will listen to youunconditionally. If you want to pourout in a phonecall, they will listenfor hours, for as long as you needthem to.’
  12. 12. Capturethe zeitgeist
  13. 13. Givecustomerscontrol
  14. 14. Amplifyyour voice
  15. 15. Collaborate
  16. 16. Be distinctive
  17. 17. Be consistent
  18. 18. Our eight golden rules1. Create a clear and compelling proposition2. Let your values shine through3. Capture the zeitgeist4. Give customers control5. Amplify your voice6. Collaborate7. Be distinctive8. Be consistent
  19. 19. The Macmillan brand:where we’ve got to
  20. 20. What we doWhat we doMacmillan Cancer Support improves the lives of peopleaffected 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 bycancer and working together for better cancer care.
  21. 21. Movingfrom toangels of death force for lifeinstitution part of lifeaccommodating assertivevolunteers as supporters volunteers as a forcecharity a movement
  22. 22. Our results
  23. 23. Brand Advertising
  24. 24. We could do better!1. Create a clear and compelling proposition2. Let your values shine through3. Capture the zeitgeist4. Give customers control5. Amplify your voice6. Collaborate7. Be distinctive8. Be consistent
  25. 25. The Macmillan brand
  26. 26. Web stats Page impressions across all macmillan.org.uk sites 4000000 35000004000000 30000003500000 25000003000000 20000002500000 15000002000000 10000001500000 5000001000000 0 500000 October 2009 PI October 2010 PI 0 September 2010 PI October 2010 PI … however the number is up The number of page 45% on October 2009. impressions for October is down 9% on September… Again, the high number of page impressions in September is likely a result of WBCM.
  27. 27. Thank you
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