Our work

Mind

Empowering and disruptive: another year of Mind campaigns

Deliverables:

Supporter retention, acquisition, legacy, in-memory, out of home, social, display, pay per click and direct mail.

The challenge:

We’ve worked with Mind for a number of years now. It’s been a joy creatively and we’ve achieved some record breaking results – including, to date, the best ever Christmas appeal in 2018.

But familiarity comes with its own challenges. Approaching communications in the last year, we knew we’d have to shake things up to reach and indeed surpass that high bar we and our Mind had set.

Our creative needed to be stronger and more flexible, and our ideas needed enough depth – enough legs – to work across all channels.

And it wasn’t just our usual campaigns. We had new briefs for upgrading and reactivating gifts, and Pause train panels to make amongst others.

The solution:

We took a holistic approach to all communications, working even more closer with stakeholders. And we went above and beyond to show that creativity is possible on a tight budget.

Take the 2019 Christmas appeal, for example. The topic was children’s mental health – not as stark perhaps as that of stories of lives cut short through suicide as highlighted in the previous year’s campaign. But we knew that it could and would resonate, if only we found the right way of telling it.

So, we immersed ourselves in the stories. We read, and reread, trying to articulate a story that would strike a universal chord.

And we found that in inarticulacy. In the story of a Mind employee who as a teenager had struggled with their mental health but never found the words to express it.

That underpinned everything – the stories, the visual, the design. And we wanted it to be different, empowering. No clichés of dirty windowpanes and children with languid stares. So, we set up a photo shoot in our studio and provided a raft of new photography on a shoestring budget.

The result was disruptive, striking, eye-catching, and came to life on digital.

And across all our Mind campaigns, we really thought about engagement and ‘shareable’ content – whether it was the spiral motif of the Upgrade and Reactivation mailing or the ‘letter to a 15 year old me’ that formed part of the Christmas campaign.

We took that holistic view and tried to really integrate supporter experience in all of our ideas.

The results:

Our Christmas engagement device – that letter to a 15-year old self – got outstanding engagement, including celebrity involvement, and made just over £145,000.

And overall, the online income from sources like display, social media, and pay per click ads was up by £286,000 since the Christmas Appeal in 2018.

On top of that, our upgrade and reactivation mailing reactivated over 200 supporters, and through our work on Pause we proved that train panels were a viable acquisition channel.

And in just the first two weeks of testing, we prompted an average donation of £32.63 across four cold door drop campaigns with an ask of £5. Collectively they made £8,972.35 in their first two weeks alone.

The numbers:

Over 1500 digital donations in November and December

Cash donations for December reached £93,000, double that of 2018

£32.63 average gift for our cold door drop campaigns

Online income up £286,000 year on year