How should a charity or non-profit resonate today?

Charities and non profits can tend towards niceness. That’s no bad thing on its own, but it can seriously soften communications. Nice can be wallpaper. Easy to dismiss.

Every space needs a mix of players, some more diplomatic, others more action focused. But you have to find your version of urgency. Whether you’re working in social care policy or climbing up buildings with banners. Like Greenpeace here, who go to every length imaginable not to get ignored.

A message can be accurate, but still too small to move people. The RSPB used to say “Giving nature a home” but this began to feel a bit passive, given the state of the natural world. When they switched to “Nature is in crisis. Together we can save it.” much more urgency started to come through.

We helped the RSPB bridge from that new brand message to an action-led campaign message they could run with for years: “There are so many ways to save nature.”

Some charities have to work pretty hard just to make people aware they’re even charities. It’s particularly common with places people love, like parks and nature reserves.

Alexandra Palace looks after 196 acres of public parkland. That’s a lot of litter to pick up if everyone treats the place like a festival site instead of a cherished public resource. These banners for Ally Pally gently educate in situ, without damaging the rapport needed to keep public relations strong.