Director of Fundraising & Communications

Andrew Jones

Why did we look at our brand

Shakespeare …..

Brand Audit

Making it real

Brand Name Map

Objectives

Increase fundraisisng by 5-7% in 3-5 years

Attract more beneficiaries

Enhance our employer brand

• encourage more applications

• retain staff for longer

• attract volunteers

Creating Mo !

Setting the strategy

Vision – what do you ultimately want to achieve

Mission – how you achieve your vision

Values – your principles and behaviour

Not show & tell - engage & listen

Brand advisory group – Trustees & Senior management

Future focus steering group (staff)

Focus groups

Monthly reporting

Team reporting

SMT - standing item, project manager presented

Dedicated page in the membership magazine

Brand Platform

A rose by any other name would smell as sweet…..

• We asked 5,000 of our members ……

• Who responded with over 250 different options

• Whittled down to 62 - all were score carded

• Top 20 focus groups

• SMT chose the top 4

Short list of 4 names

St Dunstan’s

Vision for Veterans

Battle Blindness

Blind Veterans UK

The name brand options

The logo and expression

Action & Heritage

Our strapline:

Life beyond sight loss

Our secondary strapline:

St Dunstan’s since 1915

• More beneficiaries

• More income, easier fundraising, more profitable

• More volunteers, more deeply engaged

• Easier to recruit staff (better employer)

• Higher staff motivation, longer retention

• More focused organisation

Real Outcomes

• More focused organisation

Real Outcomes