Triggering a charity rebrand can be a tough call to make. When a charity has grown and can afford to attribute some of its hard-earned income into marketing, how do you get the best out of the process? We've been through it several times with our clients and know what it feels like. If done right, t can be a very rewarding and worthwhile experience. Here we explain.

A charity rebrand can be a daunting prospect

Deciding to rebrand a charity is a difficult decision and a daunting prospect because you want to put as much of your resources as possible towards the lives of the people who you raise money for. Spending time and money on the charity, rather than in the charity, can be seen as a waste by some who believe that all funds raised should go to frontline services. 

However, a professional image, modern brand, regular and professional marketing, and engaging fundraising are all must-haves in today’s world. Delaying a rebrand means that your brand becomes outdated, doesn’t portray what the charity now stands for, and doesn’t connect with your target audience—the people who will ultimately donate the much-needed funds. Like with any business, you have to invest both time and money for it to continue to be successful.

A chance to present a more relevant image

Rather than a difficult challenge, a charity rebrand should be seen as a chance to refresh and relaunch, go back out there, and get back in the public’s minds. Times change and it’s a great chance for rebirth and renewal that should be embraced. Sure, it takes some planning and careful deliberation, but the results are ultimately well worth it. A charity rebrand is a long-term investment—one that will generate more money for many years to come.

Read the full article online, including our "Essential guide to a charity rebrand"

Post by Ian Morris
Director and Head of Brand Strategy
Threerooms

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