Brand and fundraising: Making it work

Ruth Richards

Head of Communications, Mind

The problem (s)

Communications• Recognition but not

understanding• 60% thought cause

not relevant to them

Public Fundraising• Attrition rates

increasing• Recruitment of new

donors decreasing

Two separate teams in different departments

The solution?

The “Brand and Individual Giving” project (Brig)

Two-masted square-rigger

A prison …

Objectives

• The need to crystallise and articulate our brand to all our stakeholders, internal and external

• The need to develop a compelling proposition and programme to recruit and retain new individual donors.

What we learnt from research

• People were more likely to give to Mind if they had a better understanding of mental health.

• This meant there was a convergence between our charitable aims and income generation.

What we did

1. Refreshed mission, vision and values

2. Refreshed visual and verbal identity based on new brand values:

Real, human, compassionate, courageous

3. Internal buy in to ensure consistency

4. Using our profile to position ourselves as a charity

Not all plain sailing…

• Different priorities• Different timescales• Keeping all our stakeholders happy

What’s next?

• Rolling out the new brand guidelines internally and across our network

• Testing fundraising asks

• Integrated campaign in Spring

Thank you

Any questions?