Forever Manchester, formerly ‘The Community Foundation for Greater Manchester’, asked us to help identity, define and reposition the charity to embrace a shift from a traditionally grant giving to a grant making charity, in line with the recent name change.
The charity is focused solely on raising and distributing money to communities across Greater Manchester. But to us, their communications didn’t reflect this fact. We felt it was vital to connect and engage with people with a passion for the area, tapping into the spirit, attitude and confidence that area is renowned for.
We came up with the positioning statement, ‘Charity… The Mancunian Way’, which helped clarify the simple fact that Forever Manchester were actually a charity, thereby implying that fundraising was an essential part of their business, but perhaps more importantly, it defined their audience and shaped the way the charity operated.
The statement isn’t a meaningless, throwaway strapline, it acts as a touchstone for staff, volunteers, fundraisers, donators, partners to define and communicate the culture and direction of the charity, now and forever. It influences every decision they make, what kind of event they put on, which businesses they work with, who they employ.