The secret to a stand-out charity brand

Lucinda and Andy are joined by Nick Daniel, marketing director at Dogs Trust, and Denholm Scotford, sector head for technology, media, telecoms and entertainment at the market research agency Harris Interactive.Den breaks down the different aspects of a successful brand measured in Third Sector’s recently released Charity Brand Index, from public awareness and familiarity with individual charities to perceptions of their distinctiveness and relevance.Nick explains how Dogs Trust has strengthened its brand in recent years, placing a heavy emphasis on positive messaging and cultivating a sense of uniqueness through its switch from blue to yellow to drive up public awareness for the charity.Later in the episode, Lucinda and Andy discuss the finding in Enthuse’s latest Donor Pulse report that a sizeable proportion of donors are motivated to give in reaction to charities being criticised in the media.Do you have stories of people whose lives have been transformed for the better thanks to your charity? If so, we’d like to hear them! All it takes is a short voice message to be featured on this podcast. Email lucinda.rouse@haymarket.com for further information.Tell us what you think of the Third Sector Podcast! Please take five minutes to let us know how we can bring you the most relevant, useful content. To fill in the survey, click here.Read the transcript. Hosted on Acast. See acast.com/privacy for more information.