2. Do ten things right and they donโt
notice, do one thing wrong and they
certainly do. Itโs our job to get the
ten things noticed to bury that one.
3.
4. Brand: what you project
Reputation: what sticks
Brand and
reputation
5. โWe stand for the human rights of
mothers, fathers and children.โ
14. Background radiation
14%
17%
42%
14%
9%
2%
Attitudes towards charities and their role
A third (32%) of the public say that their views towards charities have become more positive in the last three
years, compared with a quarter (23%) whose view has become more negative: a positive balance of nine
percentage points.
Figure 1: Perceptions of the sector
Thinking back over the past 3 years would you say in general your views towards charities have becomeโฆ
Base: 1,035 GB adults surveyed in January 2014
This is indicative of a positive trend which is consistent with other research, including by the Charity Commission
and Ipsos MORI, which showed an increase in trust since 2005. โPublic trust and confidence in charities remains
high, with the mean score for trust being in line with previous years at 6.7 [out of 10]. Charities are still one of the
Donโt know
A lot more positive
A little more positive
Neither/nor
A little more negative
A lot more negative
15. 42%
โWe canโt โ and shouldnโt โ compete with salaries
in the private sector but we need to pay enough to
ensure we get the best people to help our work to stop
children dying needless deathsโ (Save the Children)
22. Irritants
โฆtheyโre not looking for trouble
โฆitโs not a story, at worse it becomes a bit
of Twitter-fire that soon burns out or gets lost
somewhere (in the newspaper)
โฆand it gives us a chance to respond and tell the
story about what we doโฆ
โฆbut youโd never guess that from the time I have
to spend internallyโฆ
25. Speed
Other peopleโs problems Irritants
Background radiation
Amplification
Killer blows
Potential
severity
Association
Escalation
26. Speed
Other peopleโs problems Irritants
Background radiation
Amplification
Killer blows
Potential
severity
Association
Distances
Bulkheads Dilutes
Escalation
The effect of a powerful brand
33. Audience:
the main focus
What action do we want them to take?
What do they currently think about us?
To make them act, what do they have to think?
34. Building a brand
What we do?
What area of activity are we in?
Whatโs our status in the world?
Why we do it?
Whatโs our goal?
What are the principles that drive us?
How we do it?
What is our personality?
What do we want people to say about us?
35. Focusing on the audience
Audience: what action do we want them to take?
Our pitch, in one sentence
WHATโs going on in the world that makes what we do important?
Context
RESPONSE we want
WHY do we feel that this is important? HOW does our work make a difference?