Staff Profile:

Name:

Dr Helen Stride

Role:

Development Fellow

School:

Reputation and Relationships

Academic Profile:

BA (Hons), Social Science and Administration, University of London

Areas of Expertise:

Branding, Organisational Values, Individual Values, Not-For-Profit Marketing

Professional Expertise:

Helen’s career began in the City of London where she worked as a Marketing Manager for NatWest Stockbrokers. In 1990, she was awarded a one year sabbatical to volunteer as a Small Business Advisor in rural Brazil. Helen left the City and in 1993 joined Christian Aid to manage the charity’s account with the Co-operative Bank. She became Head of Donor Recruitment and Development at Christian Aid in 1996. She remained in this role for four years, building a team of eleven staff and achieving a fundraising target of £10 million per year. Helen became a Research Associate of the Centre for Voluntary Sector Management at Henley in 2001. In addition to working on research projects in the Centre, she has co-authored the Branding E Elective for which she is one of the tutors, co-ordinates Personal Development on the Advanced Management Programme and works as a Learning and Development Advisor on the EFTMBA. She is an NLP Practitioner and Henley Accredited Executive Coach.

Research:

Helen is conducting Doctoral research into branding in the charity sector. As part of her Doctorate she has investigated whether the way in which values are conceptualised in branding is helpful for values driven, charitable organisations. This work has formed the basis of a conceptual paper on the values dimensions of branding and implications for charities. She has also conducted qualitative research with senior communications executives to explore the way in which branding is conceptualised and implemented in the not-for-profit environment. She is currently conducting primary, quantitative research with four leading charities to explore the relationship between organisational and individual values congruence and commitment.

Publications:

Click for list of recent publications