Can your charity brand withstand a crisis?

This blog provides five steps you can take to make sure your charity brand comes out on top of Coronavirus, when we can all embrace a new normal.

Charities are facing an apocalypse, but there is a silver lining 

“Charities are facing a fundraising apocalypse” reported the Times. As charity shops close and community events are axed, The National Council for Voluntary Organisations (NCVO) says the charity sector will lose ￡3.7bn of income in the next 12 weeks. The London marathon would have raised ￡70m alone.

NCVO Chief Executive Karl Wilding said his group has been “inundated with calls for help”. The crisis faced by charities now is more serious than after the 2008 financial crisis, when it got a ￡40m bailout, he added – noting that the sector today is bigger and more involved in delivering public services. Voluntary organisations need “substantial” government support to shore up their finances, whilst PM Boris Johnson has promised a “package of measures” for the sector.

But nfpSynergy’s Covid-19 poll has silver linings for charity brands. Unsurprisingly, concern over the outbreak and the NHS’s ability to cope lead public concern. But the research also highlights the parts of the sector where concern is currently greater such as health and medical charities, older people, homelessness and mental health, with 65% feeling anxious about the impact of the pandemic. As Paul Farmer, chief executive of Mind, says: "Whether we have an existing mental health problem or not, we are all going to need extra help to deal with the consequences of this unprecedented set of circumstances."

The good news is that charities are seen as a trusted source of information, more than newspapers and social media. But whilst 74% would consider donating to a charity helping with the response, 66% can’t think of one. So, for charity brands that can respond quickly there is an opportunity. In times of uncertainty, we often retreat to brands that are well established, so heritage brands are also likely to fair better.

1.   Celebrate your purpose

My first tip will come as no surprise to people who follow me regularly. There is a growing trend for brands across sectors to define their purpose (why they exist and the value they create for society) and place it at the heart of their corporate strategy and marketing communications.

The business case for purpose is strong as it has been proven to build trust, boost business and attract and retain talent. Purpose creates unity and motivates people around a common, inspiring long-term direction.

Macmillan Cancer Support is a good example that has eloquently woven their purpose statement (to help everyone with cancer live life as fully as they can) across their brand and fundraising communications since agreeing it. With Chief Executive, Lynda Thomas, leading the way in her media statements.

In times of uncertainly, people need to know what we stand for and our role in the world. Proudly repeating your purpose will help you become better known to inspire loyal support.

2.   Live your values

Intrinsically linked to purpose are values. After all a brand is an experience built by your people.

The charity sector has suffered from fragile public trust following a torrent of negative press stories from fundraising practices to safeguarding. But when I start working with a charity there is often a lack of clarity around the values guiding the culture, behaviour and decision making.

Multiple sets of adjectives such as values, principles, behaviours and personality traits, don’t help. What’s needed is one small set of values that guide both the brand communications and culture. Regardless of where or how you are now working, a strong culture creates the right behaviours to protect and grow the organisation. Clearly articulated and well embedded values are the best way to avert a crisis and reputational risks. They are also the best way to change a culture to embrace the innovation or agility needed to weather any storm.

3.   Empower brand-led innovation

The Coronavirus has seen business owners quickly adapt their business models to survive, most noticeably to home delivery or online.

Charity sector innovation has traditionally sat within fundraising teams to find ways to raise more money. But in business the brand strategy (purpose, proposition and personality) are more commonly used to inspire brand-led innovation, such as new products, services and experiences. Once established your brand strategy is the perfect tool to filter what you deliver to people according to your purpose. What should you start, continue or stop for your audiences?

Crises quickly cause a reassessment of consumer and business spending. Understanding how this will affect your brand is the key to surviving. To minimise this, look at your audience segments and try to understand how their behaviour will change or how you can adapt to minimise the loss.

I like Dom Boyd's definition of 'brand entrepreneurship': “Strategists now need to be less ‘thinkers who hold the strategic line’, and more like activists who proactively sniff out competitive commercial opportunities and make them happen.” In other words, you need to be business savvy. A brand entrepreneur helps an organisation step into the future by setting out a compelling purpose. They make change happen by driving commercial innovation. 

4.   Unleash integration and agility

The charity sector is not known for its agility. In fact, I stopped asking people to compare their charity brands to animals in brand workshops as I tired of elephants, hippos and sloths! The sector is also known for its fierce silo mentality, no more so than between Communications and Fundraising teams. However, in times like these you need to be able to respond quickly to changing circumstances. This is where establishing integrated brand steering groups with representatives from each department will help. Perfect for agreeing crisis management, media statements and appeals.

As I write this, I’ve just seen the news that Giffgaff has turned around a new campaign in a week, to talk about the British spirit and togetherness in response to Covid-19. But could your brand do the same?

5.   Inspire an emotional response

Whilst many healthcare charities are rightly focussing on providing factual information to dispel fake news and panic, the research from nfpSynergy shows there is the potential for emergency appeals to support those charities responding if based on real need, tangible and authentic.

In fact, I have always felt that direct or brand response channels are a great test of a charity brand. Regardless of crisis, I recommend having a brand response advert up your sleeve for distressed media space. Especially when big commercial brands are currently investing in full page press ads from NatWest to Boots.

Consider how best to talk about your cause in the current climate to finetune your key messaging. When you do create direct or brand response advertising don’t forget behavioural economics, considering which human emotions you want to provoke to inspire action .

Brand building is still a worthwhile investment

Whilst marketing and advertising budgets are being cut or put on hold, brand building is a worthwhile investment to boost your bounce back. As Marketing Week reported: “The only sensible course is to be putting money into long-term brand building because the role of that investment is for the recovery.”

In fact, the last recession provided case studies of where brand investment paid off over the long term. As rivals cut budgets, those that continued to invest saw their share of voice increase, and there is a strong correlation between share of voice and market share. Research analysing companies after the 2008 recession found that those who prioritised purpose and culture not only survived; they outperformed their competitors threefold.

Just look at the way Blood Cancer UK boldly stepped into the limelight with a new brand this week. As CEO Gemma Peters says: “Funnily enough this wretched COVID-19 virus has been the real proof of how far we’ve come. This has tested us as a charity like we’ve never been tested before. I have been in awe of my team’s dedication, creativity, and ability to work together.” 

Other useful resources:

Plan and activate your brand strategy: If you’re working from home, you might want to use the time to plan your future brand strategy. This blog for award-winning agency the Team provides a step by step guide.

Free brand clinic:If you’re looking for brand support, I’m happy to provide a free consultation. So, give me a shout at [email protected] and let’s chat.