BTCV (British Trust for Conservation Volunteers) is one of the biggest volunteer organisations in the UK, facilitating thousands of local community environmental projects every year. However with the reduction in government funding BTCV, like many charities, was facing a shifting funding landscape. With a very low public awareness, a name that was almost impossible to retain, and a lack of self-confidence born out of a disparate organisation, the charity was struggling with a lack of clarity around their focus and direction and ultimately with their fundraising ‘ask’.
ASHA worked with the team at BTCV to clarify the cause at the heart of the organisation, develop a new way for the charity to view and talk about itself and identify potential revenue streams. Our generative idea, “The Conservation Home Guard” inspired our Critical Thinking in the creation and development of a visual and verbal identity, as well as the campaign ‘Dig for Victory’ and the call to action tag-line ‘Join in, feel good’.
From a practical point of view we helped TCV implement their new brand identity by developing a tool kit for the organisation’s network of local teams, allowing them to tailor their content without compromising on the consistency of the national brand.
In the year after the re-brand, a year when over 7,000 charities had to close including some that had been partners of TCV, TCV delivered a £2.1 million improvement in its financial performance.
TCV Annual report and Financial Statements 2012 -2013