Mind

Brand and Fundraising Development

Strategic brand development methodology

The key points about the process we went through…

•The brand and fundraising development happened hand-in-hand

•We consulted with all our audiences throughout

•We paid special attention to the views of supporters – existing and importantly potential donors

•That included qualitative focus groups and an online consumer panel representative of the UK population

•At that point we tested the brand creative and fundraising adcepts the same time

Strategic brand development methodology

Desk research: 30

existing pieces

In-depth interviews: 25

senior stakeholders

Quantitative research: 1881 members of the

public

Qualitative research: 6 groups and 3 interviews

Vision, Mission & Values

Positioning, Proposition & Personality

Recommendations driven by all audiences, including existing supporters and prospective donors

Local Mind engagement

Strategy consultation

Recommended positioning

Care and Support

Campaigning

Research

Information Local National

One

Mind – Vision and Mission

Before…

Our vision is of a society that promotes and protects good mental health for all, and that treats people with experience of mental distress fairly, positively and with respect. 

The needs and experiences of people with mental distress drive our work and we make sure their voice is heard by those who influence change.

Our independence gives us the freedom to stand up and speak out on the real issues that affect daily lives.

We provide information and support, campaign to improve policy and attitudes and, in partnership with independent local Mind associations, develop local services.

We do all this to make it possible for people who experience mental distress to live full lives, and play their full part in society.

After…

Vision:

We won’t give up until everyone experiencing a mental health problem gets both support and respect.

Mission:

We provide advice and support to empower anyone experiencing a mental health problem.

We campaign to improve services, raise awareness and promote understanding.

Mind – Brand Model

Mind – Standard Descriptors

Short:

We’re Mind, the mental health charity. We’re here to make sure anyone with a mental health problem has somewhere to turn for advice and support.

 Medium:

We’re Mind, the mental health charity for England and Wales. We believe no one should have to face a mental health problem alone. We’re here for you. Today. Now. Whether you’re stressed, depressed or in crisis. We’ll listen, give support and advice and fight your corner.

 Long:

We’re Mind, the mental health charity for England and Wales. We believe no one should have to face a mental health problem alone. We’re here for you. Today. Now. We’re on your doorstep, on the end of a phone or online. Whether you’re stressed, depressed or in crisis. We’ll listen, give you advice, support and fight your corner. And we’ll push for a better deal and respect for everyone experiencing a mental health problem.

Creative development research methodology

• Quantitative online consumer survey:

– 19 questions

– 2005 respondents (Nationally representative)

– 360 respondents (Mind contacts)

• 4 online qualitative focus groups conducted:

– Group 1 - Mind donors

– Group 2 - Family and Friends (cold)

– Group 3 – Local Minds Associations

– Group 4 – Mind Facebook Community

• Staff focus group, telephone interviews and internal consultation

Your Challenge

Brand identity development

Brand identity development

Fundraising propositions for research