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