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: email@example.com
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 – where we’ve got to
‘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.’
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
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.
Movingfrom toangels of death force for lifeinstitution part of lifeaccommodating assertivevolunteers as supporters volunteers as a forcecharity a movement
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
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.