Small CharityBrand Survey

How to run anAppreciative Inquiryworkshop to improvebrand management

The Red Pencil

The Small Charity Brand Survey studied how 140UK charities with annual incomes of £1m or lesswere managing and implementing their brands, and if the recession influenced branding decisions.

This Red Pencil guide uses the findings of the survey to show you how to run an Appreciative Inquiry based workshop to understand and manage your brand tosee better fundraising results. AppreciativeInquiry focuses on finding solutions.

Step 1: Context:Whole group

Add to the timeline other events:• from your personal / professional life• from around the world and UK recession• from your charity and its brand

20072008

20092010

20112012

20132014

Northern Rocknationalised

Coalition Government

Greece nearlybankrupt

Riots in London

Spending Reviewcuts charity funding

Potential ‘double dip’recession

Large scalespending cuts

Housing marketcollapse

Global financialcrisis

Olympics

Golden Jubilee

Charities Act NCVO predictspublic spendingcuts continuingto 2017/18

European Elections =‘far right’ growth

Interest rates cutto record low

Quantitativeeasing in UK

Recession timeline

World and UK recession

Brand management continuum

Branding is influenced by ourexperiences and external events sothis contextualises your brand’s historyand evolution during the UK recession.

vision & mission

Brand remain Brand evolve Brand revolveBrand renew

values communications strategy

key messages & stories

languageguidelines

brandarchitecture

visual guidelines & templates

brandambassadors

monitoring &evaluation

stakeholderconsultation

refreshvalues

refreshcolours

changestrapline

changelogo

strapline & logo

changename

name &strapline

name, logo& strapline

Step 2:Whole group / breakaway

Use the brand management continuum to discuss what ‘stage’ your brand is at. Do youhave in place all the brand management components listed in brand remain? Are youconsidering any activities in the other stages that describe different levels of rebranding?

linked to

main brand

“Through long-term planning”

“Time can be a big issue

for smallcharities”

“Don’t know where

to go for information

about resourcesrequired and cos

t-effective source

s of help”

Step 3:Breakaway

Take one brand management mind map (barriers, outcomes andoutputs) per group and discuss. Do they apply in your charity?Annotate each mind map so it applies to your organisation.

Step 4:Breakaway

Discuss how you can overcome the barriers and realise the benefits of brandmanagement in your charity. Think about the context of your recession timeline.Focus on solutions – don’t dwell on issues.

Step 5: Conclusion:Whole group

Feedback from breakaway groups on the solutions identified to manage yourbrand. Discuss and reflect as a whole group. Note important points and identifyactions for tomorrow, this month and this year.

“Better internal

brandmanagement

leading to a

more engaged

organisation”

“Through on goingbrand managementand links with HRprocedures”

“Are better able tomanage new and existingsupporters’ perceptions”We have

seen a risein income

We have seen a

rise in people

applying for jobs

We have seenefficiencysavingsWe are able to

develop morepartnerships

We see better

performance

against

competitors

Good brandmanagement in small

charities deliversbeneficial outputs

“By linking vision

and values through

common messages to

internal and external

brand management”

“Through unifyingbanner andmanagement of brand”

Growth in prideamong staff,trustees andvolunteers

We haveseen a rise insupporters

We are able tobe more influential with decision-makers(e.g. councillors,commissioners,politicians)

“Helps identify

partners and

networks”

“Attractive tofunders and donors”

Helps usbe moreinfluential

Conveys our

values and

benefits

Increase staff/ volunteer

engagementand loyalty

Distinguishesus in

challengingtimes

Increasesbeneficiary

engagement andloyalty

Gives

strategic

clarity

“Instantrecognitionin a crowdedmarketplace”

Supportssustainable

growth

Helps tell thestories of thedifference we make

Helps us todevelop otherproducts andservices

Speaks tomultiple

stakeholders

“Need toknow whoto involve”

“Staff supportive ofbranding but trusteesdon’t support it”

Lack ofunderstanding

and/orexpertise

Branding not

seen as a

strategic

investment

Do not have theresources (peopleand money) to

put into brandingDo not have theright managementstructures tosupport branding

Supporters and

funders do not

welcome spending

on branding

There are barriersthat prevent smallcharities frommanaging theirbrands

“Don’t know what tomonitor – large charitymetrics not appropriatefor small charities”

Lack ofmoneyLack of support from

staff, trustees andvolunteers to invest in

branding

Red Pencil helps charities market your products andservices, communicate impact and raise funds.Read more at

redpencil.co.uk

Share your workshop experiences or get help at

hello@redpencil.co.uk@RedPencil_ #SmallCharityBrandSurvey

Get in touch if you'd like to be sent an executivesummary of the Small Charity Brand Survey resultsand recommendations.

Brand management barriers Brand management benefits (outcomes) Brand management benefits (outputs)

Language ofbranding not

appropriate forcharities

Improvestrust in

charities

Good brand

management in small

charities delivers

beneficial outcomes

Photo captions and credits:

Writing on the recession timeline © Alec Leggat, Red Pencil

Annotating a brand management mind map© Alec Leggat, Red Pencil

Mind maps and recession timeline from theAppreciative Inquiry focus group run during

the Small Charity Brand Survey research © Alec Leggat, Red Pencil

The Small Charity Brand Survey was supported by the Centre for CharityEffectiveness at Cass Business School, City University London