HGB rebrand charity and highlight True Colours’ services to increase donor leads.

A lack of funds, capability and resources in marketing and communication was preventing True Colours Children’s Health Trust from accessing vital funding streams. However, guidance from HGB has resulted in greater sponsorship and visibility among potential donors for the Trust.

True Colours Children’s Health Trust is a Waikato-based health care organisation, funded entirely by community generosity. Its unique integrated model of care supports children and young people with complex serious illness, and their families and is provided as part of a free service to families in the greater Waikato region.

The Challenges

True Colours Children’s Health Trust is dependent solely on donor generosity. The charity receives no government funding and provides all of its services free of charge. This means fundraising and sponsorship activities are vital for the organisation’s future, yet neither were reaching their potential.

“In the early days, True Colours’ was reliant on our team’s internal skills and know-how to apply for funding grants, write newsletters and update the website,” explains Cynthia Ward, CEO of True Colours. “There was minimal capability or resources and very little marketing activity. Although our service was well known among health providers, there was little knowledge of the organisation within the business sector and that was causing us to miss out on available revenue and funding streams.”

  • “HGB exude professionalism, expertise and capability and are at the leading edge of their business.
    It is a pleasure to work alongside very dynamic women.”

    Cynthia Ward, CEO, True Colours Children’s Health Trust

The Solutions

After reviewing their own strategic plan, it was evident that True Colours did not have the profile they needed within the business community to attract sponsors and funds.

“We realised that if we were going to be able to move our organisation forward we required external support,” says Cynthia. “Since coming on board, HGB have provided consultation, guidance and recommendations enabling us to achieve this. Their expertise has enabled us to grow and develop our brand and funding revenues.”

HGB is, for all intents and purposes, True Colours’ marketing department. “We began with an overall assessment of their current situation and looked at how the charity could best move forward,” explains Jacqui Gage-Brown, Director, HGB. “In alignment with their strategic plan, we recommended a rebrand of True Colours, which meant a new name, logo, website design, updated brochures and documentation.”

  • “Since coming on board, HGB have provided consultation, guidance and recommendations enabling us to move our organisation forward. Their expertise has enabled us to grow and develop our brand and funding revenues.”

    Cynthia Ward, CEO, True Colours Children’s Health Trust

The Results

These recommendations have significantly increased the profile of True Colours. “There is greater awareness of the organisation among both the health and wider Waikato community, and greater sponsorship and funds attracted to the Trust,” says Cynthia. “This has resulted in a wider donor group which includes individuals, both one-off donors and regular givers, as well as corporate donors.”

What’s more, the professionalism of True Colours has been raised by the calibre of the high quality work contributed by HGB.

“HGB exude professionalism, expertise and capability and are at the leading edge of their business,” adds Cynthia. “This provides an all-round quality service delivered by their team. It is also a pleasure to work alongside two very dynamic women.”

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