Blogger Icon, Small
This month's featured blogger: Freedom Fighter
Freedom Fighter's latest post:
When deciding on a charity to support, should one consider the salary paid to the Chief Executive? T" [...] Read more

the-penguin-blog's Blog

Star Rating

(Industry Professional. About)

Real life brand credibility underpinning fundraising activity

For a while, I have been talking about how brand credibility not only gives charities the right to ask for donations but also how it can protect them when things go awry. This month I personally experienced a great example of the latter.

At London’s Victoria station there is always a different group of individuals collecting for various charities and in early November, prime concourse space was occupied by this year’s Poppy Appeal team.  I wanted to donate and collect my poppy so dutifully waited in line with other commuters whilst the team (presumably volunteers) tried to manage the human traffic as quickly as possible.

Whilst waiting, I was a little shocked and disappointed to hear the way in which the volunteers were speaking to the waiting donors (that’s what we were).  Most of the team were older, some wearing medals and clearly had a personal affinity with the campaign – all of which is positive.  However, they clearly were not used to rush hour and the bustle / crush this creates.  Donors were being ordered around, told they were stupid if they were going to attach a poppy in a certain way, tutted at and ignored by the volunteers.  I actually saw one younger donor ‘told off’ (seriously) by a volunteer for wanting change from a £10 note!

Once that individual had left, a bearded older volunteer looked at me, rolled his eyes and muttered “bloody teenagers”; as if I was supposed to empathise.  At this point, I started to worry that as soon as I had my poppy and walked away, the surly volunteer would be tutting to the next donor that men with long hair and an earring shouldn’t be allowed out in public.

If brand awareness = ‘I’ve heard of you’, then brand credibility = ‘I want to engage with you’ and I did want to engage with The Royal British Legion’s Poppy Appeal.  The key point is that, in spite of the behaviours I experienced, I still do.  This campaign (perhaps more importantly than the charity?) has serious credibility in my eyes and it has earned the right to make a few mistakes and not to lose my support.

Brand credibility does have to be earned and usually this is achieved by a charity doing just what it sets out to do.  Supporting people it’s supposed to support, running its own affairs efficiently and (often forgotten) communicating all of the above to supporters so that we can see the outcomes of their interventions.  The Royal British Legion has let me know just how it helps people and for how long it has been doing so with the support of the public.  And that’s why they are credible to me and why I continue to support them.

If more charities developed credibility in this way, I believe the sector would not be so concerned about trying new ideas, like social media, or investing their way out of the recession in the way business seems more inclined to do.

Tags: , , , , ,

Comments

sourcing logistics

See professional china business consulting that are available plus at the best price today!

Comment by sourcing logistics. (. About)

Go Here

Get top Fire pit burners that are available plus on sale now!

Comment by Go Here. (. About)

seo campaign

Find here the brightest option for b2b advertising agencies that’s available in addition on sale you can get now!

Comment by seo campaign. (. About)

import from china to usa

Get top direct sourcing china that are available and reasonably priced today!

Comment by import from china to usa. (. About)

outdoor gas fire pit kit

Get the best Click Here that are available in addition on sale now!

Comment by outdoor gas fire pit kit. (. About)

electronics fair

See top asiaticsourcing that’s available and at the best price today!

Comment by electronics fair. (. About)

sourcing in china

Get top china product quality. currently now in stock and at great prices today!

Comment by sourcing in china. (. About)

Logs for gas fire pit

See top quality montana fire pits that’s now in stock and on sale now!

Comment by Logs for gas fire pit. (. About)

omaha seo company

Find here the best new business development consulting that’s now in stock in addition at the best price you can get now!

Comment by omaha seo company. (. About)

sourcing quality control

See top quality manufacturers in china that’s now in stock plus reasonably priced today!

Comment by sourcing quality control. (. About)

find manufacturer in china

See professional company outsourcing to china currently now in stock and on sale today!

Comment by find manufacturer in china. (. About)

how to import from china

Find top outsourcing to china that are available plus currently available today!

Comment by how to import from china. (. About)

manufacturers in china

Get the best china sourcing consultants currently in stock plus on sale today!

Comment by manufacturers in china. (. About)

seo company

See the best new internet marketing companies now in stock and reasonably priced you can get now!

Comment by seo company. (. About)

gas fire pit tables

Get the best warming trends fire pit burners currently in stock and at great prices now!

Comment by gas fire pit tables. (. About)

china sourcing

See professional china trade that’s available and at great prices today!

Comment by china sourcing. (. About)

omaha seo company

See the brightest option for marketing agency now available and at the best price you can get now!

Comment by omaha seo company. (. About)

china sourcing company

Get professional china procurement that are available and at the best price today!

Comment by china sourcing company. (. About)

omaha seo company

Get the best option for b2b marketing firms that’s now in stock in addition reasonably priced you can get now!

Comment by omaha seo company. (. About)

omaha seo

See the top option for agency in Omaha for jobs that are available in addition on sale you can get now!

Comment by omaha seo. (. About)

fire pit main control valve

Find here top View More that’s now in stock in addition at the best price now!

Comment by fire pit main control valve. (. About)

china

See top china product quality. currently in stock plus on sale today!

Comment by china. (. About)

sourcing

Find professional china sourcing agents currently available and currently available today!

Comment by sourcing. (. About)

Comments

You must be logged in to post a comment.