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NCH to relaunch as Action for Children
09.06.2008

NCH, the children's charity, is to change its name to Action for Children after a strategic review established that its current name was hindering its ability to make an impact with the public.

Despite being one of the largest children's charities, delivering services to over 178,000 individuals via 500 projects, it has struggled to engage with supporters. Of its £210m income, just £22m comes from voluntary sources.

As a result, the review, which consulted with all stakeholders including current donors, contractors, and beneficiaries, makes several recommendations for strategic change across the organisation.

'It became clear that the name NCH wasn't just an inconvenience, but it was counter to what the organisation believed in,' Liz Monks, director of fundraising at the charity, told Charity News Alert. 'Changing our name is more than just a rebrand, it's a relaunch of the charity.'

Four new strategy areas In addition to the name change, four strategy areas are to be developed to focus the way the charity delivers its services. These will be disabled children, families, under-5s and young people experiencing difficulties.

'Previously, projects have been geographically-based,' said Monks. 'We're making changes so that the disabled services we offer, for example, will get their own strategy. We'll be looking at how we can take what we know about disability and what it's like to be a family with a disabled child and ensuring that the services we provide are what the child needs. It's easy to fall into the trap of producing cookie cutter services when really it should be about what an individual needs.'

NCH was founded in 1869 and was initially known as the National Children's Home. Use of the name 'Action for Children' will begin in September and will coincide with a new logo and major fundraising and awareness campaign by agencies Baby Creative and Tangible Response.

Source: Becky Slack, Professional Fundraising Magazine www.professionalfundraising.co.uk

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