Branding / Magic Bus
Going into the future, Magic Bus, as a non-profit organization had identified the individual donor segment as an important source of funding, moving away from its primary dependency on corporate donor segments.
Research by Azendor showed that the story to get individual donors interested needed to be different from the story that was being communicated to the corporate donors. It needed to be simpler, easy to comprehend and highly emotional in its appeal.
The process started with further research amongst the key internal stakeholders, beneficiaries and donors. This was followed by a day long workshop with the key leadership team at Magic Bus, moderated by Azendor, to arrive at the brand idea.
The output from the workshop was converted into a formal brand strategy document, which was used by the Magic Bus team to brief its creative agencies for the new communication, targeting individual donors.