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.
Stop f***ing about with your logo and stick to fundraising instead
by Mark Phillips
Mark Phillips of Bluefrog Fundraising explores the potential negative impacts of a major charity rebrand and explains why good fundraising is where your emphasis should be.
Read moreCDE 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.
Read moreInspiration 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.
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’.
Read moreDEBRA’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.
Read moreRSPB: 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.
Read moreHP-HF: the ‘yellow coins’ project, collected by children for children
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).
Read moreBlue Cross: a 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.
Read moreThe 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.
Read moreRSPB: brand stretch work
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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