Charity rebrands seen as a waste of money, says survey by Joe Saxton's nfpSynergy

Sixty-nine per cent of 1,000 respondents to the consultancy's poll said the move was very or somewhat wasteful; the same percentage said London offices were a waste of money

Joe Saxton
Joe Saxton

More than two-thirds of people think that charity rebrands are a waste of money, according to new research.

According to a survey of 1,000 adults carried out by the consultancy nfpSynergy in January, 69 per cent of respondents said that rebranding, such as changing a charity’s name or its logo, was either very or somewhat wasteful.

Only 8 per cent of respondents said that it was very or somewhat worthwhile.

Sixty-nine per cent of respondents said that charities spending money on offices in London was wasteful; 9 per cent said it was worthwhile.

Thirty-nine per cent said they thought that spending on lobbying was worthwhile; 23 per cent said it was wasteful.

The most worthwhile use of resources of six suggested to respondents was developing a website – 61 per cent identified this as worth doing. Sixteen per cent thought it was wasteful.

Participants were also asked which of 15 factors would make them feel confident a charity would spend their donations well.

"No member of staff ever travelled on first class expenses" came out top, selected by 52 per cent of respondents. "The charity is mostly run by volunteers" was chosen by 50 per cent.

"Nobody in the organisation gets paid more than £50,000 a year" was selected by 47 per cent of respondents. "All staff members work for free one day a month" was chosen by 11 per cent. And 5 per cent chose "all new staff are unpaid for their first month".

Up to five answers could be selected by each respondent.

Joe Saxton, co-founder of nfpSynergy, said the research showed how important it was for charities to manage the public’s perception of waste and frugality.

"So while not travelling first class on expenses might save relatively small amounts of money, it is symbolic of a frugal charity," he said. "People want to feel that the charities they support are being frugal and using their money wisely. Perception is reality for many donors and members of the public."

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