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.