Environmental volunteering charity hopes its rebrand will raise public awareness of its work
The environmental volunteering charity BTCV has changed its name to The Conservation Volunteers in a bid to attract funding from a wider range of organisations and donors.
The charity hopes the change will also inspire people to volunteer with the organisation and support its work.
It said it had decided to change its name because it was "almost unknown to the general public" – despite having high-profile supporters such as Sir David Attenborough.
Rita Clifton, the charity’s chair of trustees, said people had told her they were frustrated by how little the charity was recognised for its work.
"Like so many organisations in the voluntary sector, we have been affected by cuts in government grants and income reduction," she said. "We need to broaden our funding base and inspire as many people as we can to join in and support our work."
The rebranding was carried out by the creative consultancy Asha, based in Cheltenham, Gloucestershire.
A spokeswoman for the charity declined to reveal the cost of the rebrand but said it did not exceed its annual marketing budget. The charity spent £220,000 on fundraising and publicity in 2010/11, its annual report shows.