Rebranding? Know before you go

You might think about changing your brand name or logo for many reasons. Perhaps your logo is looking a little tired, or your organisation’s name no longer reflects the value you offer or the market you service.

Changing your brand is exciting – it’s also a lot of work! Executed poorly, a rebrand may have little effect or even worse, send your organisation backwards… Done well, and supported by a solid strategy, renewing or refreshing your brand can be just the trick to drive your mission forward.

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Ageism and our lack of respect

The Aged Care Royal Commission’s interim report makes for difficult reading. Its single word title “neglect” is, in itself, a smack in the face for anyone who cares about how we treat older people, which should be all of us.

The interim report outlines the following key issues:

  • Difficulties in navigating the system – once older people reach the stage of needing formal care (beyond support which can be provided by family and friends) they are thrust into a system of applications and assessments, which commoditise them into a care package and are largely conducted by phone and internet
  • Whilst home care is often the preferred option for older people, and can maintain their independence for longer, significant waiting times for home care packages are putting many people at risk and increasing the pressure on family and other informal carers
  • Substandard care is all too common in residential aged care, with ‘thoughtless acts’ that “when repeated day after day, become unkindness and often cruelty. This is how ‘care’ becomes ‘neglect’.”

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Strategy can’t be created in a vacuum

There have been radical changes to the way in which community services are funded in recent years. It’s not as simple as the money just coming from a different place, the changes have completely transformed the business model for many organisations, particularly in areas such as aged care and disability, where purchasing decisions are now made by consumers, not commissioners. This comes alongside other changes in the way that people engage with causes, organisations and work; and rapidly developing technologies and stakeholder expectations of how organisations use technology to engage and deliver services. All this means that, even if you haven’t had a major change in your business model, your organisation is still going to be impacted by a changing external context.

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Key person risk – Is your organisation vulnerable?

If your business depends on you, you don’t own a business – you have a job. And it’s the worst job in the world because you’re working for a lunatic!
– Michael E. Gerber

Organisations can live forever, but people cannot. In the UK, the oldest not for profit organisation is said to be King’s School, Cantebury which was established more than 1400 years ago in 597.

There are many factors that contribute to the longevity of an organisation and one of them is ensuring that key person risk is mitigated.

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The value of a logo

In previous issues of Foreword, we’ve looked at different aspects of marketing such as brand reputation, marketing strategies and social media marketing to name a few.

Whilst all of these things are important, how much thought have you given to your organisation’s logo? It’s one of the first things people notice when they’re looking for your organisation.

Next time you’re driving home or watching television, look at the logos you see in advertising. There’s many that you would instantly recognise; the famous golden arches of McDonald’s, the three diamonds of Mitsubishi and the colourful letters of Google. Your recall of the product or service they offer is almost instant. These are all good examples of a logo doing its job.

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Economic and Community Participation (ECP) Grant 2019-2020 and Mainstream Capacity Building (MCB) Grant 2019-2020

The NDIA has opened up two ILC grant programs for economic participation and capacity building.

Economic and Community Participation (ECP) grant program

The Economic and Community Participation (ECP) grant program offers two streams to create opportunities for people with disability to contribute and participate in community life. People with disability experience higher unemployment rates, longer duration of unemployment and a lower level of income (Australian Institute of Health and Welfare 2019). Continue reading…


Royal Commission into violence, abuse, neglect and exploitation of people with disability

First public sitting

The Royal Commission into violence, abuse, neglect and exploitation of people with disability (DRC) is holding its first public forums in September. The community forum in Townsville on the 9 September will be followed by the first public sitting in Brisbane on 16 September where the Commissioners are formally introduced. This will allow the public to hear how the Commission will operate, what the DRC hopes to achieve and how people can engage. Anyone can attend the events with prior registration. Live webcasts of both events can be accessed here. Continue reading…


CBB Community Business Grants

Do you feel fully on top of the business-side of running your organisation? You might be delivering outstanding social impact, but are you confident that your business practices are fit for purpose?

We work with hundreds of not for profit organisations and we see first hand the challenges of juggling the operational realities of delivering community services with the management and planning needed to run a purpose driven business. We know that many organisations do not have the time – and sometimes don’t have the in-house skills – to invest in adequately planning ahead, managing corporate functions, and continuous improvement. Continue reading…


The importance of knowing what you’ll do with customer feedback – so you ask the right questions

We’ve recently been researching tools to measure customer satisfaction. We’ve heard all about the benefits of their software and how efficient their systems are. But each conversation has focused on measuring how well an organisation has performed, rather than how they can improve.

Wouldn’t it be great if the companies were forward thinking as well as retrospective? This article titled ‘rather than asking customers for feedback, ask them what you could do better in the future’ by Thomas Barta, it’s is a short but informative read.

Asking what you could do better in the future will allow you to understand the needs and wants of the market, allowing you to either start or continue on your journey to be market orientated. Continue reading…


Prepare for a new way to attract donations and volunteers

If your organisation works with consumers rather than businesses, now is a great time to consider if Instagram should be one of the communication channels your organisation uses to connect with your customers, potential customers and supporters.

If you’re completely new to Instagram and you find any of this content confusing, we’ve posted a brief glossary below… Continue reading…