Why you should stop F***ing about with your logo and stick to fundraising instead

In this presentation from 2022, Mark takes a historical look at how commercial business practices – with a specific focus on branding – came to influence how charities communicate with donors.

You’ll learn how a pregnant man in the late 1960s got charities interested in commercial advertising techniques and how that laid the basis for the way that many in the voluntary sector communicate today.

He then shows how rebrands can have a negative impact on the bottom line and using examples, shows what can be lost when a rebrand goes ahead when the needs of supporters and beneficiaries are ignored.

Finally, he explains what elements of branding are most important for charities and suggests how we need to build our own set of rules for successful charity branding rather than simply borrow from the world of business.