Samaritans set for rebrand to boost funding

The Samaritans is set for a major rebrand, making it the latest charity to reposition itself to tackle funding challenges.

Samaritans: Rebrand to focus on its human element
Samaritans: Rebrand to focus on its human element

This autumn, the charity will change its logo and put a fresh emphasis on reaching out to men, at the same time that Cancer Research UK unveils its own image revamp.

The Samaritans launch will kick off with a campaign in September in partnership with Network Rail, entitled 'We're In Your Corner'.

Alongside this will be a new logo in the style of handwriting to 'emphasise the human element of our service and the idea of a confidential space', explained Rachel Kirby-Rider, executive director of fundraising and comms.

During the past couple of years, the charity has successfully focused on increasing fundraising levels and Kirby-Rider said the rebrand was aimed at continuing this trend.

She said: 'The rebrand is about positioning ourselves as an organisation that people can associate with and invest in to make an impact. It is about being clearer in what we do and the impact we have. Now is the time to invest, when you are looking for growth once we come out of the economic downtown.'

Despite a recent victory regarding the Chancellor George Osborne's U-turn on proposed changes to taxation on charitable giving, many organisations within the charity sector have struggled to keep donations coming in.

PRWeek revealed last week that Cancer Research UK would be changing its logo and tone to be 'bolder and less clinical' in an effort to boost its fundraising (prweek.com/uk, 7 August).

Richard Taylor, executive director of fundraising and marketing at Cancer Research UK, echoed Kirby-Rider's message that now was the time to invest.

He said: 'You get better cut-through if you do it now rather than waiting for growth to come along. If you wait for growth, you might have left it too late.'

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