Charity specialist agency, Tangible Response, has won the account for brand response fundraising for children’s charity NCH, in the run-up to its relaunch in September with the new brand identity of “Action for Children”. The launch will be supported by the biggest advertising and brand response campaign that the charity has undertaken, to boost both awareness and a new fundraising push.
NCH has had a comparatively low public profile, even though it is one of the ‘big five’ children’s charities with last year’s total income reaching £210 million. It receives only 9% of its income from voluntary sources, with 88% coming from statutory sources. The new brand identity and fundraising strategy is designed to change this, with the aim of doubling its voluntary income.
Tangible Response was appointed as NCH’s brand response agency in February 2008. It immediately undertook research and strategic reviews of all NCH donor communications and fundraising, with review recommendations feeding into the rebrand strategy. In preparation for the rebrand launch, Tangible is planning a high profile multi-media fundraising campaign.
Paul Handley, Managing Director of Tangible Response says: “The rebrand provides NCH with a perfect opportunity to develop a new fundraising voice based around real and substantiated brand values. It’s a rare opportunity to help reposition a major charity in the fundraising market; and it’s a prime example of branding and fundraising coming together at the off set to make more coherent communication strategies.”