BTCV rebrands and unveils new strategy 4

Fundraising | Celina Ribeiro | 1 May 2012

Conservation charity BTCV has re-branded as part of a new, clarified strategy and attempt to boost public awareness and fundraising.

The charity has today launched its new brand, the Conservation Volunteers, after frustration over low awareness levels. Facing statutory funding cuts in the region of 60 per cent of the charity’s income, Conservation Volunteers is planning to attract additional voluntary income from individuals, corporates and trusts and foundations.

“Charities have no choice but to raise their profile if they want to secure funding in the future. If you’re trying to get funds from individuals and the corporate sector you’ve got to be known and have a very clear message,” Conservation Volunteers chair Rita Clifton told civilsociety.co.uk.

“It’s a matter of diversifying our funding model and making sure that we’ve got a properly sustainable funding model in the future.”

As part of its rebrand and clarified strategy, the charity will be focusing on creating ‘Green Hubs’ in the community, which will also be the focus for marketing the new brand.

Clifton told civilsociety.co.uk that the rebrand, which has been about a year in the making, involved reconfiguring marketing and fundraising spend rather than any additional one-off investment.

Clifton, chair of Interbrand who has a long involvement in environment and sustainability causes, was recruited as chair of Conservation Volunteers last year.

Directory: The Conservation Volunteers
Who's Who: Rita Clifton

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Resistanceisfertile
28 Sep 2012

A complete waste of time and money as these 're-branding' exercises always are. This is just branding executive Rita Clifton's self-interest & ownership stamping. What a boring and useless new logo too. A shame.

[Reply]

Joolz
8 Aug 2012

BTCV was a recognised brand. TCV sounds like a dissinfectant.

I don't understand the logic in the change (the fundraising challenges aren't sufficient) - and there's nothing on their website to explain it. Very strange

[Reply]

John
4 May 2012

It was Rita Clifton who came up with the idea I think, going by what it says above. I agree that it could be a bad move but if they were facing statutory cuts of 60% it's not surprising that they decided something dramatic needed to be done.
I also liked the horse chestnut logo and it is a shame to see it go but this was kind of bound to happen when you consider that Rita Clifton is not only chair of BTCV (TCV) but also of Interbrand.
Hopefully this rebranding will have the desired effect and if it does (fingers crossed) it will be worth losing the old logo.

[Reply]

James
4 May 2012

I can't help but think that this is likely to be a bad idea. BTCV has been around for a very long time and although not everyone might be aware of who they are an what they do a lot of people know the name. Money could have been better spent simply raising public awareness of BTCV rather than entirely rebranding. The horse chestnut leaf logo was good use of imagery and how much will it cost to respray and remove that logo from all the vehicles, signs, papers etc in order to replace it with the new (rather dull) logo? Who came up with this bad idea and how much did they charge BTCV for it?

[Reply]

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