The secret to a stand-out charity brand
07/07/23 • 27 min
Lucinda and Andy are joined by Nick Daniel, marketing director at Dogs Trust, and Denholm Scotford, sector head for technology, media, telecoms and entertainment at the market research agency Harris Interactive.
Den breaks down the different aspects of a successful brand measured in Third Sector’s recently released Charity Brand Index, from public awareness and familiarity with individual charities to perceptions of their distinctiveness and relevance.
Nick explains how Dogs Trust has strengthened its brand in recent years, placing a heavy emphasis on positive messaging and cultivating a sense of uniqueness through its switch from blue to yellow to drive up public awareness for the charity.
Later in the episode, Lucinda and Andy discuss the finding in Enthuse’s latest Donor Pulse report that a sizeable proportion of donors are motivated to give in reaction to charities being criticised in the media.
Do you have stories of people whose lives have been transformed for the better thanks to your charity? If so, we’d like to hear them! All it takes is a short voice message to be featured on this podcast. Email [email protected] for further information.
Tell us what you think of the Third Sector Podcast! Please take five minutes to let us know how we can bring you the most relevant, useful content. To fill in the survey, click here.
Hosted on Acast. See acast.com/privacy for more information.
Lucinda and Andy are joined by Nick Daniel, marketing director at Dogs Trust, and Denholm Scotford, sector head for technology, media, telecoms and entertainment at the market research agency Harris Interactive.
Den breaks down the different aspects of a successful brand measured in Third Sector’s recently released Charity Brand Index, from public awareness and familiarity with individual charities to perceptions of their distinctiveness and relevance.
Nick explains how Dogs Trust has strengthened its brand in recent years, placing a heavy emphasis on positive messaging and cultivating a sense of uniqueness through its switch from blue to yellow to drive up public awareness for the charity.
Later in the episode, Lucinda and Andy discuss the finding in Enthuse’s latest Donor Pulse report that a sizeable proportion of donors are motivated to give in reaction to charities being criticised in the media.
Do you have stories of people whose lives have been transformed for the better thanks to your charity? If so, we’d like to hear them! All it takes is a short voice message to be featured on this podcast. Email [email protected] for further information.
Tell us what you think of the Third Sector Podcast! Please take five minutes to let us know how we can bring you the most relevant, useful content. To fill in the survey, click here.
Hosted on Acast. See acast.com/privacy for more information.
Previous Episode
How to land a high-net-worth donor
Lucinda and Andy are joined by Cathy Pharoah, visiting professor of charity funding at Bayes Business School.
Cathy provides tips on the right way for voluntary organisations to approach potential major donors, stressing the importance of building networks and emphasising shared local links.
She also suggests ways in which charities can offer something in return and points out that forward-looking activities tend to be most enticing to potential supporters.
Later in the episode, the consultant and podcast host Alex Blake makes an appearance to promote the Charity Impact Podcast.
Do you have stories of people whose lives have been transformed for the better thanks to your charity? If so, we’d like to hear them! All it takes is a short voice message to be featured on this podcast. Email [email protected] for further information.
Tell us what you think of the Third Sector Podcast! Please take five minutes to let us know how we can bring you the most relevant, useful content. To fill in the survey, click here.
Hosted on Acast. See acast.com/privacy for more information.
Next Episode
Who’s most affected by the climate crisis?
Lucinda and Andy are joined by Jabeer Butt, chief executive of the Race Equality Foundation, to learn about how the climate crisis is disproportionately affecting already disadvantaged groups in the UK.
The discussion opens with a clip from a previous episode with the Wildlife Trusts' chief executive Craig Bennett, describing the interlinked nature of the climate and nature crises and economic and social issues.
Jabeer explains how some interventions to tackle environmental issues risk harming minority ethnic groups, citing the economic impact of London’s Ultra Low Emission Zone on minicab drivers.He draws on NPC’s Everyone’s Environment programme, which examines how minority ethnic groups, younger and older populations and people living with a disability are impacted by the climate crisis.
He suggests ways in which voluntary sector leaders can address the issue and calls for greater representation of minority groups in climate-related leadership and activism.
Later in the episode, Lucinda and Andy discuss recent examples of collective climate action in the sector, including a call by 92 charities for the Prime Minister to honour the government’s climate financing commitment and NCVO’s Fuelling Positive Change campaign.
Do you have stories of people whose lives have been transformed for the better thanks to your charity? If so, we’d like to hear them! All it takes is a short voice message to be featured on this podcast. Email [email protected] for further information.
Tell us what you think of the Third Sector Podcast! Please take five minutes to let us know how we can bring you the most relevant, useful content. To fill in the survey, click here.
Hosted on Acast. See acast.com/privacy for more information.
If you like this episode you’ll love
Episode Comments
Generate a badge
Get a badge for your website that links back to this episode
<a href="https://goodpods.com/podcasts/third-sector-podcast-545317/the-secret-to-a-stand-out-charity-brand-70100361"> <img src="https://storage.googleapis.com/goodpods-images-bucket/badges/generic-badge-1.svg" alt="listen to the secret to a stand-out charity brand on goodpods" style="width: 225px" /> </a>
Copy