Clergy Support Trust
“IE Brand came on board at a time of considerable change. Our old brand was part of our history, but was no longer relevant or accessible to today’s clergy. IE helped with stakeholder engagement and in establishing the case for change through beneficiary research. We’re delighted with our new name and visual identity, which will enable us to reach more clergy families in need.”
Chief Executive, Clergy Support Trust
Before we landed
“Sons & Friends of the Clergy” had been doing great work for hundreds of years. A full strategic review of the charity recommended a brand research exercise, to better understand audience perceptions of the existing brand.
The challenge we were set
The charity wanted to reach out to more clergy families, ultimately doubling the grants awarded to those in need. But they had identified that their name was potentially a barrier to doing so, and asked IE Brand to test this hypothesis and explore alternatives. IE conducted interviews with a representative sample of stakeholders, and created an esurvey to validate these results. This revealed a number of misleading perceptions, ranging from thinking that it was ‘only for men’, to believing that it helped clergy children to attend an independent school. It was decided that a new name was needed to move the charity forwards.
The difference we made
- IE renamed the charity, Clergy Support Trust, based on our research findings. Shortlisted for 'Best Naming Strategy' at the Transform Awards Europe 2021.
- A new set of key messaging, revolving around the phrase, ‘How can we help?’
- A new logo and visual identity, based around a vibrant, modern, colourful design suite. Shortlisted for 'Best Visual Identity from a Charity, NGO, or Not-For-Profit' at the Transform Awards Europe 2021.
- A new approach to photography revolving around lifestyle imagery showing real families, to accompany stories and impact stats.
- A brand new website, with an Eligibility Checker to enable clergy families to discreetly explore what they support they are entitled to.
- Runner up for “Best New or Redesigned Website” at the Premier Digital Awards.
- Applications for grants increased by 84%, leading to 66% more beneficiaries helped.
- 21% increase in grant expenditure (£3,130,000 in 2019, up from £2,580,000 in 2018)