brand awareness versus brand credibility: making your charity brand work harder

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Bottom Line Ideas Getting more awareness and credibility for your buck Kevin Baughen @kevbaughen (#charitycomms) [email protected] © Bottom Line Ideas 2009

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How can charities build more brand credibility to support fundraising and campaigning without spending big? We don't all have mega budgets or lots of time to earn the trust of target audiences so these slides introduce a new way of approaching the integration of brand across ALL activity.

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Bottom Line Ideas

Getting more awareness and

credibility for your buck

Kevin Baughen

@kevbaughen (#charitycomms)

[email protected]

© Bottom Line Ideas 2009

Bottom Line Ideas

Credibility

Bottom Line Ideas

Why credible communication is

important

Bottom Line Ideas

Think about your activities in

tiers of communication

Motor Neurone Disease Association – “A world free of MND”

© Bottom Line Ideas 2009

Raising AwarenessCare

CentresProviding equipment

National support & advice service

Research

Sarah’s Story

Cinema adverts

Media & PR

Poster campaigns

Viral video & online

campaigns

Local events

F’raising campaigns

DM & Corporate f’raising

campaigns

F’raising campaigns

DM & newsletter

Membership programme

Bottom Line Ideas

© Bottom Line Ideas 2009

Bottom Line Ideas

Ensure it is relevant to your target

campaigning & supporter audience

Making this a

success...

Have a clear, articulated

core message(s)

campaigning & supporter audience

Build internal awareness

and momentum

Bottom Line Ideas

Use carrot & stick to ensure core

messages delivered consistently

Work with this model across silos

(needs senior buy-in)

Regularly review success from

the audience’s perspectiveMake sure

the right

people are

held

accountable

for success

Bottom Line Ideas

Questions?

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