Re-Branding to Increase Corporate Fundraising - Dymocks
25 June 2009 at 12:57 pm
Rebranding with a fresh new visual identity can be tricky for a Not for Profit but one Foundation is taking the plunge with a new focus and a welcomed injection of funds.
The Dymocks Literacy Foundation (DLF) has rebranded to Dymocks Children’s Charities (DCC) in a bid to increase corporate fundraising for children’s literacy programs across Australia.
And the newly re-named charity has already received a kick-start to its future fundraising efforts with a $1 million seed capital donation from DCC Chairman John Forsyth.
The Dymocks Children’s Charities is an Australia-wide, tax-deductible charity that raises funds to help kids in need, learn to read and write effectively and develop a lifelong love of reading.
Dymocks CEO Don Grover says that for years it has been trading under the Dymocks Literacy Foundation name, and they’ve found that, over time it was becoming difficult for supporters to understand where exactly the money went, based on the name only.
Grover believes the new branding will be a more direct reflection of their core mission, which is to inspire young minds through the power of reading, especially in underprivileged and disadvantaged communities.
He says now it is very clear what our mission is. The new ‘Duck’ mascot is also helping.
He says it was very important to get the words ‘charity ‘ and ‘children’ into the re-branding so there can be no doubt about how and who they are helping.
He says in these tough economic times, charity donations are also becoming increasingly scrutinised by both the corporate world and by individuals, and DCC feels the rebrand will ensure support continues as the name is more aligned with the charity goal.
In the past seven years, the Dymocks Literacy Foundation has been assisting a wide range of charities with book donations, including the Royal Prince Alfred Hospital, the Premier’s Reading Challenge and the Shepherd Centre – donating over 100,000 books to more than 50,000 children.
Statistics show that half of Australian parents do not read to their children. Children who have not developed some basic literacy skills by the time they enter school are 3 to 4 times more likely to drop out in later years and at least half of adolescents and young adults with criminal records have reading difficulties.
Grover says the rebranding of the foundation will help raise additional funds to support literacy programs across Australia.
The organisation is working hand in hand with more corporate sponsors to try to make difference to the lives of disadvantaged children in Australia.
He says he’s hoping that more corporates will take their Chairman’s lead and dig deep to help future generations.