NCH to rebrand as Action for Children

Children's charity NCH will change its name to Action for Children in a bid to raise its profile with the public, increase its voluntary income and do more campaigning work.

The new name will be used from September, when the charity will also publish a revised version of its logo depicting a large figure holding the hand of a smaller one.

The move is based on research showing that people with a professional interest in children’s services know the charity well, but that the public knows relatively little about it and what it does.

"This step has not been taken lightly," said Clare Tickell, chief executive of the chairy. "We have fully researched the change and at all stages consulted with staff, our supporters and many of those we work with. We are confident that the new name and the campaigning that will come alongside it will prove a positive and exciting new direction for the charity."

NCH, founded by a Methodist minister in 1869, provides family and community centres and other services for children. The charity, one of the ‘big five' children's charities, had an income in 2006/07 of £208m. A total of 88 per cent came from statutory sources, 9 per cent from voluntary sources and the rest from other sources such as investment. In the coming years it hopes to double its voluntary income.

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