NCH to relaunch as Action for Children in bid to boost profile

Children’s charity NCH is to be relaunched with a new name and image in September, to increase public awareness and voluntary income and thereby boost its campaigning edge.

Its name will change to Action for Children, accompanied by an advertising campaign, to boost public awareness at a time where NCH indicates 1% of people recognise its brand. This compares to 21% for fellow children’s charity Barnardo’s.

Polly Neate, executive director of public affairs, said: “The name change will help us substantially increase that awareness and raise more voluntary income to pay for campaigning and innovation.”

Historic links

The name has historic links as the charity was called NCH Action for Children from 1994-2000.

The relaunch is part of the charity’s five-year “change for children” strategy to put more emphasis on campaigning, while giving out clearer messages to commissioners about its priorities as a service provider.

Last year NCH’s total income was £210m, 88% from statutory sources and 9% voluntary. By comparison Barnardo’s earned £195.5m, 57% from statutory sources and 21% from fundraising.

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