Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Good Bites...on brand and fundraising 21_10_2011: Ruth Richards presentation

874 views

Published on

Published in: Health & Medicine, Business
  • Be the first to comment

  • Be the first to like this

Good Bites...on brand and fundraising 21_10_2011: Ruth Richards presentation

  1. 1. Brand and fundraising: Making it work Ruth Richards Head of Communications, Mind
  2. 2. The problem (s) <ul><li>Communications </li></ul><ul><li>Recognition but not understanding </li></ul><ul><li>60% thought cause not relevant to them </li></ul><ul><li>Public Fundraising </li></ul><ul><li>Attrition rates increasing </li></ul><ul><li>Recruitment of new donors decreasing </li></ul>Two separate teams in different departments
  3. 3. The solution? <ul><li>The “Brand and Individual Giving” project (Brig) </li></ul>Two-masted square-rigger A prison …
  4. 4. Objectives <ul><li>The need to crystallise and articulate our brand to all our stakeholders, internal and external </li></ul><ul><li>The need to develop a compelling proposition and programme to recruit and retain new individual donors. </li></ul>
  5. 5. What we learnt from research <ul><li>People were more likely to give to Mind if they had a better understanding of mental health. </li></ul><ul><li>This meant there was a convergence between our charitable aims and income generation. </li></ul>
  6. 6. What we did <ul><li>Refreshed mission, vision and values </li></ul><ul><li>Refreshed visual and verbal identity based on new brand values: </li></ul><ul><li>Real, human, compassionate, courageous </li></ul><ul><li>Internal buy in to ensure consistency </li></ul><ul><li>Using our profile to position ourselves as a charity </li></ul>
  7. 7. Not all plain sailing… <ul><li>Different priorities </li></ul><ul><li>Different timescales </li></ul><ul><li>Keeping all our stakeholders happy </li></ul>
  8. 8. What’s next? <ul><li>Rolling out the new brand guidelines internally and across our network </li></ul><ul><li>Testing fundraising asks </li></ul><ul><li>Integrated campaign in Spring </li></ul>
  9. 9. Thank you Any questions?

×