42
Annual Report and Financial Statements 2015–16
Risk
Mitigation
Brand protection and reputation risk
which includes:
•
We protect our brand reputation by
delivering a proactive and reactive
communications and marketing
strategy, and by ensuring appropriate
training and policies are in place to
govern external communications and
social media.
•
We work to engage stakeholders and
people we support in our campaigns
and the services we offer.
•
We have an ethics and brand-risk
management policy that helps
to ensure we form appropriate
partnerships.
•
We track complaints and feedback to
ensure we are aware of potential issues.
•
We are members of all relevant
fundraising professional standards
bodies and other professional
standards bodies and have worked
collaboratively with them to address
concerns raised about sector practice.
•
We work to build our brand through
marketing and by ensuring our values
are embedded in our staff and external
communications.
•
We have worked with charity partners
to collectively provide feedback on
adverse media publicity.
•
We have reviewed and refreshed
our crisis-management strategy
and Business Continuity Plan board
membership.
•
loss of brand value, reducing
fundraising and influencing potential
•
receiving damaging publicity
•
damage to charity sector brand image.
We recognise that reputation and brand
are essential to maximise support and
organisation impact. If risks around these
were to materialise, key stakeholders such
as funders and beneficiaries may no longer
wish to be involved with us, meaning that,
consequently, we would be less able to
achieve our desired impact.