Breathing new life into a sick charity: Camp Quality
In 2000, Camp Quality was a struggling organisation. Full of committed, caring, well-meaning individuals, as a collective it was dysfunctional, lacking direction and dealing with financial issues. Morale was low and it wasn’t attracting donor support or corporate sponsorship dollars. In fact, it was in serious danger of being closed down.
Brand Council was engaged to undertake a detailed analysis of Camp Quality’s brand and category and to develop a new brand architecture that would engage internal and external stakeholders. The brand purpose, guiding philosophy, values, beliefs and spirits were developed and codified through the consultative process, which further facilitated the update of the visual identity to refresh the Camp Quality brand for the current market.
Camp Quality’s financial turnaround has been remarkable, from a $1.5 million loss in 2000 to revenues in excess of $22 million in 2016. Staff levels have increased by 150%, registered volunteers have tripled and the number of families supported has increased from 1,500 to over 5,000. From near obscurity to a top 5 most trusted charity, Camp Quality received the PwC Transparency Award for the not for profit sector and was one of Volunteering Australia’s Top Ten Best Charities in 2010, and now has a suite of respected corporate sponsors in Arnott’s, Bonds, Johnson & Johnson, Tabcorp and McDonald’s.
Brand Purpose To improve the quality of living for children with cancer and their families via unrelenting optimism
Guiding Philosophy Fun Therapy