Switching to Donor Strategy
From 4pm on Friday 8th June 2007, CharitySoftware Limited will be making a total brand switch to lead with their product name, Donor Strategy - the complete CRM, fundraising and alumni database solution, exclusively for the not-for-profit community. This strategic decision will help build consistency and a strong brand identity as the company continue with their managed growth.
Louise Hamilton, Marketing and Communications Manager, enthuses: ‘Everyone here is really behind the new look as they were involved from day one. We feel it captures the essence of who we are as a company and where we are going. Fresh, bright, warm and innovative are consistent comments from clients.’
The process started with a company Vision Day in December 2006. Over the last six months they have undertaken market research, worked with client focus groups and actively involved their whole team.
Jonathan Air, Managing Director, adds: ‘Clients are central to our organisation, so our new branding aims to reflect that we are a people focused and professional supplier to the sector. The icon also illustrates that we offer a flexible, modular product that is easy to use.’
An exclusive preview of the new branding was revealed at the Royal Society on 7th June 2007 to sector media, consultants and partners. The celebration was marked with a tower of cakes embellished with the new icon that will be the new desktop shortcut for users of the database.
The new branding also reflects a new evolution for the company as they launch a major new product release of Donor Strategy. A strategic marketing plan is also complete, which includes plans to transform the current website and measures to ensure the company remains highly in-tune with the sector.
After researching 15 possible design houses, the company selected Synergy Marketing and Design in Bristol to work with. Although some new printed material has been produced, downloads of the new literature will be encouraged.
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