Why charities shouldn’t underestimate the power of a rebrand
With donations stabilising rather than increasing, charities are tapping into the power of the rebrand to modernise and stay relevant.
“In order to be sustainable and to cut through, you need to invest,” says Olivia Reid, assistant director of marketing and communications at the RSPCA.
The RSPCA is just one of many charities which have undergone a rebrand in the past few years. But what impact are they seeing from overhauling their identities?
According to the Charities Aid Foundation’s 2024 giving report, the typical donation hasn’t increased since 2017. Yet the total amount donated by the public is up by more than £1bn since 2022 – standing at £13.9bn in 2023 – with support for charities stable despite pressure on household finances.
With the landscape busier than before, charities need to modernise to stand out.
