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


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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?