The NSPCC has rebranded in a bid to turn around its declining income and better convey the work it is doing to prevent child abuse.

The charity’s Full Stop campaign of the late 1990s was groundbreaking and raised more than any other UK fundraising appeal in history.

It raised more than £250m by its end in 2009 and had put child abuse on the agenda.

But Paul Farthing, director of fundraising that the NSPCC, said that while the campaign exceeded its targets, this came at a cost.

“We weren’t telling people what we were doing to solve the problem – just that the problem exists,” he told Civil Society News.

“This contributed to a view held by many people that child abuse is inevitable, rather than a problem that we can all prevent; a problem that can be tackled. There was also a growing gap between our fundraising messages and our work on the ground, which sometimes prevented people from accessing our services. This dampened the public’s belief in our work and their desire to support us.”

The NSPCC has suffered a drop in income since the end of the campaign, declining £25m to £129.4m in 2013.

Farthing said the rebrand, which cost £150,000, was an opportunity to re-energise the charity’s fundraising and grow its supporter base.

With a new strapline – 'Every childhood is worth fighting for' – the new branding will focus on the NSPCC’s work and how it is preventing child abuse.

It is seeking to address the findings from research carried out with supporters and non-supporters about the NSPCC and its work, which found people did not think the charity’s work was relevant to them.

Read our interview with Paul Farthing and get the story behind the NSPCC’s rebrand and its plans to reinvigorate its fundraising in next month’s Fundraising Magazine. Click here to subscribe.

Join us at Fundraising Live on 12 February to hear Paul Farthing speak alongside Tim Hunter from Oxfam about reinvigorating their fundraising strategies.