Brand development

There are hundreds maybe thousands of definitions of the term ‘brand’, but the one SOFII likes best comes from David Ogilvy, with a little bit of adapting by SOFII. Your charity brand is the sum total of, ‘The sets of ideas, images, feelings, beliefs and values that are carried around in a person’s head.’ Find out in this showcase what the real value of a great charity brand is.

CDE project 12: inspirational creativity

by The Commission on the Donor Experience

This project will seek to define both the potential and the desired standards for creative endeavour and also to define the ethical dilemmas around creative messaging with a view to improving understanding of what donors might find acceptable and unacceptable.

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Inspiration is scary

by Alan Clayton

Alan Clayton shows us how to find a great ‘why?’ and how the best organisations do this by reaching for impossible ambitions. And it’s scary. But as Alan says, it’s also necessary.

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Children’s Medical Research Institute: the video that broke the Internet’s heart

by SOFII

Click here to see the video from Australia’s Children’s Medical Research Institute that ‘broke the Internet’s heart’.

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DEBRA’s epidermolysis bullosa (EB) Ireland awareness day 2014

by Craig Linton

Click here to see how DEBRA Ireland made their logo work hard for them. By telling a powerful story as well and investing a small budget they raised a lot of money, gained new supporters and raised awareness of their cause.

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RSPB: a letter to the future

by SOFII

How do you engage people in your cause, grab their attention and encourage them to stand alongside you on an issue of national importance? Not easy, we think. But here’s a brilliant example of a national conservation charity doing just that, very successfully.

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HP-HF: the ‘yellow coins’ project, collected by children for children

Special moneyboxes.

by SOFII

‘The yellow coins’ moneybox was a success from the beginning and has become an annual event. In 2011, the project raised €2.8 million (over £2.2 million and over $3.6 million).

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Blue Cross: a brand refresh

And after the brand refresh.

by SOFII

This charity’s brand refresh is different from many others because it puts supporters and their deep love and concern for pets first. It’s designed to meet fundraising objectives as well as brand awareness.

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The Dogs Trust: sponsor a dog scheme, television commercials

by SOFII

These television commercials are really part of the Dogs Trust sponsor a dog exhibit but they show such good use of DRTV they are worth an additional airing here. Unusually for nonprofit DRTV in the United Kingdom these ads made a profit from their first showing. Quite exceptionally, the early ads achieved a return on investment of five to one.

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RSPB: brand stretch work

RSPB Pack shot

by SOFII

Ten brilliant images designed to inspire and introduce new audiences to the work of one of Britain’s premier conservation organisations.

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