USPG

If in doubt, ask the audience

While the charity does much great work around the world, we discovered their singular difference over other similar charities was this: USPG only works through the Anglican Church. This got us thinking…who of us doesn’t like to get behind people who see the world the way we do, who are part of our 'tribe'. It's human nature, isn’t it?

That simple insight pushed us to ask the question: what proportion of the Anglican market could USPG win if they positioned themselves as not just Christian, but explicitly Anglican? To find out, we commissioned an independent survey of 2,000 UK churchgoers and church leaders - which found that 15% would rather support a charity working solely through the Anglican Church (USPG) over one working through a range of partners (Christian Aid, Tearfund, Water Aid, etc).

This statistic was a lightbulb moment. We realised USPG had been struggling to compete in their pursuit of the 85%, but by turning their attention to the 15% they could rightfully claim to be the only mission & development charity filling that gap.

From old to new again

The look and feel of the charity had become opaque, losing something of the passion and faith under the surface. To fix that, we created a new logo featuring a cross troupe – a device that clearly marked out the charity’s faith - as well as introducing more striking, emotive photography to the brand.

We also began exploring how USPG could communicate their deep connection with Anglican Churches. The brand thought of 'Serving Churches, Strengthening Communities' emerged - a North Star to guide copywriting, choice of imagery, storytelling, etc.

We also had a long, hard look under the bonnet of their fundraising activities. We realised there were simple changes the charity could make – like not being afraid to present the need on the ground and speak to their audience as different segments, not one homogenous lump.

Setting them on the right path

We launched the new-look USPG at the Greenbelt arts & justice festival, with the help of an immersive ‘walk-through’ exhibition, where thousands of visitors could follow the journey of a family from their home in Syria to a refugee camp in Greece. It was a huge hit with festivalgoers – and a great way to show USPG was a charity with something to say.

The changes had an immediate impact, with the charity seeing a noticeable uplift in income and supporter engagement in the 6 months following the brand launch. It took courage to admit past mistakes, and to choose the smaller pond over the bigger one – but those decisions have set USPG on the path to a brighter future.