A 123-year-old insurance charity has changed its name after discovering that stakeholders found its previous title confusing.
Formed from a merger between two charities serving the industry, the organisation previously included a plural in its name and was known as the Insurance Charities.
However, following research with the insurance industry, the charity found the name was confusing people and most of those it interviewed said it should change.
Therefore, the charity has tweaked its name to the Insurance Charity with a new strapline – “supporting insurance people when they need us most”.
The charity, which recorded an income of £1.10m and expenditure of £2.13m in the year to March 2024, has also launched a new website.
‘Limited profile was affecting our reputation’
The Insurance Charity, founded in 1902, supports current and former insurance professionals and their dependants who are facing financial hardship.
Josh Brekenfeld, chair of the Insurance Charity, said the market research showed that there was a perception that awareness of the charity was low
“This was frustrating for some people who felt a limited profile was affecting our reputation. We can’t continue to be one of the industry’s ‘best-kept secrets’,” he wrote in a blog.
“Other people told us our messaging needed to be clearer and more welcoming.
“They weren’t always sure who or how we help and many of the respondents felt our brand was outdated and didn’t ‘speak’ to everyone in the industry, particularly younger professionals.
“So, we’ve listened to this invaluable feedback and developed a much-needed update to our identity and messaging. We’ve injected warmth and dynamism into our brand and introduced a fresh and modern look.”
Domestic abuse charity rebrands after contract loss
Separately, a domestic abuse charity in Wiltshire has changed its name after losing a contract with a local council last year.
In October, Swindon Borough Council decided to award a contract for the management of the town’s refuge to a national charity instead of Swindon Women’s Aid.
Now, Swindon Women’s Aid has announced a new name – Society Without Abuse – and a new “vision to use education, intervention and prevention to see an end to the scourge of domestic abuse in our society”.
Chair of the SWA board Nicky Alberry said: “We felt it was the right time to re-assess what the charity has achieved over the last 50 years and where we see ourselves going, and it seemed natural to rename the charity to better reflect the future we’re working towards.”
Animal charity changes name
Animal charity Humane Society International UK has also announced a new name this week.
The charity, which has operated in the UK for 22 years and more than 30 years globally, will now be known as Humane World for Animals UK.
Claire Bass, senior director of campaigns and public affairs at Humane World for Animals UK, said: “With our new clear and compelling look, we aim to inspire our valued existing supporters and attract a new generation of animal advocates to join our journey making the world a more compassionate place for the creatures we share our planet with.
“Whether that's ending factory farming and promoting a plant-based future, banning the cruel fur trade or stopping the persecution of wildlife, Humane World for Animals is dedicated to protecting animals here in the UK and around the world.”
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