Yes this is a blog about Cancer Research UK’s re-brand... but it’s not a typical analysis. Others have done this already and there’s not much I can add to what’s already been shared (a quick Google search will show you what I mean).
Instead I want to focus on the absence of outrage which I find hugely interesting. Previous high profile charity rebranding exercises have come under criticism from the sector and donors alike as being at best a vanity exercise and at worst a waste of donors’ funds.
Possibly every reader of this blog works for, supports or is involved with an incredible cause doing exceptional things. But all of us at one time or another have struggled to the get the media onside to help us tell what we know are truly powerful and engaging stories.
There are lots of resources dedicated to helping us write better press releases and leveraging social networks but I’d like to share a slightly different view; one that accepts the media machine has an agenda, objectives and targets to meet just like the rest of us. Therefore, isn’t it prudent to perhaps accept that this is the case and try to leverage the situation to ensure our stories are the ones that get shared?
We all receive lots of marketing and fundraising messages I'm sure and it's a tried and tested approach to look at our doormats and inboxes to learn what we can from other organisations. But now I need to engage your help because I don't know why I'm not inspired to give by this campaign from Save the Children. I will start by saying that I do support Save The Children so I expect this is a 'warm' campaign rather than targeting cold prospects. But it just isn't inspiring me...
After a little break for holidays and delivering some groovy client projects we’re off on a bit of a tangent with this blog. Sort of. I’ve had occasion to think about what we do at Bottom Line Ideas and why we do it. The magic ingredients of fundraising people features made me think about why we still ‘bother’ when things don’t always go our way.