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The Team re-brands the Civil Service Benevolent Fund as The Charity for Civil Servants

The Civil Service Benevolent Fund’s new name and brand identity developed by The Team  has brought about dramatic improvements in engagement with civil servants looking for help. The Team won the work following a competitive pitch in February and were asked to review the identity of the charity – which last year celebrated its 126th anniversary – and to look at how to better reflect its purpose and future direction.

The new brand name and brand strapline (For You, By You) were developed using a co-creation approach to help civil servants appreciate that the charity primarily receives most of its income from donations and fundraising and gets limited funding direct from government.

About three-quarters (375,000) of all the civil servants working across the UK in call centres, job centres, and border controls as well as Whitehall, earn less than £25,000 per year. The Charity aims to help them get their lives back on track after unexpected and stressful experiences. Civil servants both past and present and their dependents are entitled to turn to it for information, advice and support in three main areas: money matters, wellbeing and health.

One of the first outputs from the rebrand was the charity’s impact report which was sent to 130,000 regular donors.

In the month immediately following the rebrand, the charity saw an increase of 41% in the number of people visiting the ‘Apply for Help’ pages of its website in what had been traditionally been its quietest month.

Andy James, Director of Fundraising and Communications, said: “We are delighted with the impact that the new identity has had and the response from the civil servants has been outstanding. The “For You, By You” device has proved to be particularly effective, as it brings absolute clarity to our proposition.”

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