How one charity is addressing the gap between brand awareness and income generation
Homelessness charity St Mungo’s has launched its first-ever brand campaign in a bid to boost awareness following research into how its low brand awareness was directly impacting donations.
Homelessness charity St Mungo’s has “shifted” its strategy and ramped up investment in brand as it looks to increase awareness and drive income generation.
While about 90% of its funding comes from local authorities, St Mungo’s “relies heavily” on public donations, according to the charity’s assistant head of public engagement Georgina Day tells Marketing Week. Yet when she joined St Mungo’s in 2020, its spontaneous awareness was just 1% to 2%, compared to over 40% for homelessness charity and competitor Shelter.
“It was very clear that one of our blockers was our brand and that we needed to invest in our brand in order to continue to grow our fundraising and service division,” she says.
