This document discusses the need for charities to rebrand and improve their communications strategies. It notes that trust in charities has declined in recent years. Traditional impact communications focus on portraying supporters as passive donors, beneficiaries as anonymous statistics, and charities as distant organizations. However, these roles no longer resonate in today's culture. The document argues that charities must articulate culturally compelling views, build meaningful relationships, and communicate impact more effectively in order to rebuild trust and belief that they can create change.

1. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
A new era of cultural
leadership for charities
For Charity Comms, South West Networking Group
Rebuilding belief that
charities create change
5th October 2018

2. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
2
We are a communications consultancy
working to rebuild supporter relationships
and reassert cultural leadership for charities.
Rebuilding belief that charities create change

3. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
Rebuilding belief that charities create change
3
Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
_ The communications challenge facing charities
_ Looking beyond: perspectives from outside the sector
_ Implications for your charity

4. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
Rebuilding belief that charities create change
⎽71% of the general
public agree charities are
trustworthy and act in
the public interest
⎽61% of the general
public agree charities are
trustworthy and act in
the public interest
2014 2016
Source: Charity Commission/Populus, Public trust and confidence in charities, 2016
4
People trust charities less…

5. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
Rebuilding belief that charities create change
Feb 2017 Feb 2018
5
⎽64% trust charities
‘a great deal’ or ‘quite
a lot’
⎽54% trust charities
‘a great deal’ or ‘quite
a lot’
Source: NFP Synergy, Charity Awareness Monitor, March 2018
People trust charities less…

6. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
Rebuilding belief that charities create change
2018 2018
6
⎽46% trust NGOs ‘to
do what is right’
⎽ UK NGOs ranked 21st
amongst world’s 28
major economies
Source: Edelman Trust Barometer, 2018
People trust charities less…

7. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
7
Trust powers communication
and underpins relationships

8. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
But charities are still highly valued
Rebuilding belief that charities create change
⎽96% agree charities
play a role of ‘fair’,
‘very’ or ‘essential’
importance in society
2014 2016
⎽93% agree charities
play a role of ‘fair’,
‘very’ or ‘essential’
importance in society
Source: Charity Commission/Populus, Public trust and confidence in charities, 2016
8

9. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
9
People want to believe in charities
but are finding it increasingly hard

10. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
Trust is created by communicating impact
⎽ Key drivers of trust and confidence in charities:
Rebuilding belief that charities create change
1st
Make a
positive
difference to
the cause
2nd
Spend
donations on
the cause
3rd
Be well
managed
4th
Ensure
fundraisers
are ethical
5th
Make
independent
decisions
Source: Charity Commission/Populus, Public trust and confidence in charities, 2016
10

11. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
Impact communications aren’t registering
⎽ Key drivers of trust and confidence in charities, 2014 > 2016:
Rebuilding belief that charities create change
1st
Make a
positive
difference to
the cause
2nd
Spend
donations on
the cause
3rd
Be well
managed
4th
Ensure
fundraisers
are ethical
5th
Make
independent
decisions
-6% -7% -8% -9% -7%
Source: Charity Commission/Populus, Public trust and confidence in charities, 2016
11

12. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
Diagnosing ‘why?’:
understanding roles & relationships
Rebuilding belief that charities create change
Charity
Supporter Beneficiary
12

13. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
Diagnosing: ‘why?’:
the growing competition for impact
Rebuilding belief that charities create change
⎽ Established
charities
13

14. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
Diagnosing: ‘why?’:
the growing competition for impact
Rebuilding belief that charities create change
⎽ Established
charities
⎽ Emergent
charities
⎽ Social
movements
⎽ Commercial
brands
14

15. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
The status quo of impact communication: the supporter
Rebuilding belief that charities create change
22 Marie Curie Impact Report 2016-17
Our Great Daffod
In March 2017, more than
23,000 volunteers, including 384
Fundraising Groups, collected in
their local communities as part
of the Great Daffodil Appeal.
We launched the appeal by
unveiling our Garden of Light
– an outdoor installation of
2,100 illuminated daffodils,
each representing a Marie
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loved to be able to help people.
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can continue to be there for
the peoplewho need them.”
Peter Gilbert, whose mum,
Florence, was cared for at
our Belfast hospice
6% increase
in net voluntary income
45,579
new regular supporters
£33.2 million
raised through gifts
in Wills

16. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
The status quo of impact communication: the beneficiary
Rebuilding belief that charities create change
16
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17. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
The status quo of impact communication: the charity
Rebuilding belief that charities create change
17

18. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
The established model of impact communication
⎽ ‘Just’ a source of funds
⎽ Passive
⎽ Virtuous
⎽ Anonymous
Rebuilding belief that charities create change
Supporter Organisation Beneficiary
⎽ Financial/actuarial
⎽ Distant/separated
⎽ Deferential
⎽ Controlling
⎽ Statistics
⎽ Someone/somewhere else
⎽ One-dimensional
⎽ Submissive
18

19. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
19
These roles no longer reflect wider culture.
Communications don’t register because
they are not relevant to ‘now’.

20. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
Charitable impact as it used to be
⎽ Geneva Conventions: influence on
international law
⎽ Nobel Prize: awarded three times
⎽ UN observer status: only private
organisation to hold it
⎽ National societies: international
network of local RC organisations
Rebuilding belief that charities create change
20

21. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
Charitable impact as it used to be
Rebuilding belief that charities create change
21

22. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
Rebuilding belief that charities create change
22
Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
_ The communications challenge facing charities
_ Looking beyond: perspectives from outside the sector
_ Implications for your charity

23. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.

24. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
⎽ ‘Contribute’ (not ‘donate’)
⎽ ‘For you’ (not others)
⎽ ‘Join the campaign’ (not ‘support’)
⎽ ‘Friends of’ (not ‘supporters’)

25. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
Established model: top-down relationships
with supporters and beneficiaries
Rebuilding belief that charities create change
Charity
Supporter Beneficiary
25

26. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
New model: equal, peer-to-peer relationships among all
parties
Rebuilding belief that charities create change
CharitySupporter Beneficiary
26

27. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
www.blinktospeak.com

28. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.

29. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.

30. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
Established model: charity acts as gatekeeper
separating supporters from beneficiaries
Rebuilding belief that charities create change
Charity
Supporter Beneficiary
30

31. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
New model: charity enables relationship
between supporters and beneficiaries
Rebuilding belief that charities create change
CharitySupporter Beneficiary
31

32. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.

33. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
Established model: charity has different types of
relationship with supporters and beneficiaries
Rebuilding belief that charities create change
Charity
Supporter Beneficiary
Financial
relationship
Idealistic
relationship
(receiving donations,
giving reporting)
(giving charity,
receiving gratitude)
33

34. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
New model: charity has the same type of
relationship with supporters and beneficiaries
Rebuilding belief that charities create change
CharitySupporter Beneficiary
Tangible
agency
Tangible
agency
34

35. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
The new model of impact communication
⎽ Involved/responsible
⎽ Active
⎽ Self-motivated
⎽ Agents of change
Rebuilding belief that charities create change
Supporter Organisation Beneficiary
⎽ Facilitator/enabler
⎽ Democratic
⎽ Confident
⎽ Visionary
⎽ Like us/relatable
⎽ Connected to us
⎽ Three-dimensional
⎽ Empowered
35

36. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
36
There is no impact without awareness

37. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
37
Communicating impact: new insights
for a new era of charity communication
London, 8th November
Bookings: https://tinyurl.com/y9n637gb

38. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
38
Thank you.
Please get in touch:
steven@doddsdubois.com
07942 266885
@MrStevenDodds
www.doddsdubois.com

39. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
39
Any questions?

40. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
Rebuilding belief that charities create change
40
Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
_ The communications challenge facing charities
_ Looking beyond: perspectives from outside the sector
_ Implications for your charity

41. Rebranding Perennial for new growth
We help charities articulate a
culturally compelling point of view
on the world in order to build strong,
meaningful relationships with their
supporters and beneficiaries.
Questions for you to consider …
⎽ How can you portray your charity, supporters and beneficiaries as
equal partners in creating change?
⎽ How can you create direct links or parallels between the lives of
supporters and beneficiaries?
⎽ How can you enable supporters to experience or benefit from your
impact ‘first hand’?
⎽ How can you involve supporters directly in the creation of your
charity’s impact?
⎽ Which areas of your work should you emphasise for impact
communication?
Rebuilding belief that charities create change
41