Mind’s Big Brunch

Background

Mind is a well-known charity fighting for the mental health of people in England and Wales.

With a desire to diversify their fundraising portfolio, we were selected by Mind to work with them to develop a new fundraising product aimed at growing their support from a ‘boomer’ audience.

The brief

Informed by insight, the opportunity was to create a new fundraising product around gathering together for brunch. There was an appetite to develop a proposition that will become the ‘next generation’ coffee morning: a fun and casual proposition aimed at boomers with a young mind-set.

The work

We started by collecting and analysing Mind’s existing data, survey results and audience research, exploring the idea of a brunch product.

We then developed the name ‘Mind’s Big Brunch’ and a new product proposition ensuring that the messaging was authentic and fun, as we knew the target audience were already inclined to support Mind and are on the lookout for a new and exciting way to fundraise.

We dialled up the synergy between the positive mental impact of brunching with friends with the positive impact that Mind can make on people’s mental health through the creative development -  creating a campaign that showcased a smiley face created out of the foods our audience would typically eat at brunch. Our creative team also worked in fun foodie pun slogans that tied into the imagery. We then developed a range of assets from social media ads to a DM pack, invitations to a poster.

The campaign had some great results and exceeded expectation around both sign ups and fundraising. The average gift was £283 per active fundraiser. Their goal of reaching an untapped Baby Boomer audience for Mind was successful and conversations have already started around what year 2 looks like.