The Children's Society

website: childrenssociety.org.uk

Challenge
The Children’s Society has been at the forefront of care for children since 1881, seeking to provide a meaningful future for disadvantaged and vulnerable children. In 2006, it made the decision to embark upon a substantial fund raising initiative, with the aim of increasing voluntary donations by 50% over the next 3 years.

The challenge was to develop a stronger brand identity and clearer communication strategy to help the charity raise their profile and increase distributable funds.

Insight
The not for profit sector is a highly competitive industry, in which gaining support and funds from donors is becoming increasingly difficult. Larger organisations account for the greatest market share, leaving smaller charities to compete, often without a clear strategy in place and with communication materials that are lacking in the emotional engagement required to highlight their cause.

Through exploratory workshop sessions and in depth competitor and market analysis, we were able to develop solutions to tackle the issues faced by The Children’s Society and initiate the next steps in planning an effective campaign.

Solution
A simple style guide document was produced to promote brand consistency, provide set templates for collateral and give direction for photography and illustrations. An agreed hierarchy of simple key messages was developed, to ensure a consistent approach to customers, prospects and stakeholders alike.

As part of a campaign to motivate existing stakeholders and encourage new ones, the brand promise was conveyed through consistent design of the company report and financial statements, as well as the corporate newsletter.

In addition, billboard and bus stop advertising helped to raise consumer awareness and communicate the new brand message.