Mind calls direct marketing pitch for ‘high-value’ drive

Mental health charity Mind is looking for a direct marketing agency to attract more high-value donors. It is believed the business is worth between &£500,000 and &£1m.

Mind works with charity specialist BlueFrog, but is talking to below-the-line agencies about its high-value communication strategy. It is not known how BlueFrog will be affected by the new appointment, although it is understood the agency will continue to work with Mind.

A spokeswoman for the charity refuses to comment on the review, but it is thought a brief has been sent to agencies with a view to holding a pitch in the coming weeks.

Last year, the charity changed the way it communicated with high-value donors – moving from a personalised approach to a more glossy and expensive look – but it is thought the results were disappointing.

PHD was appointed to handle media planning and buying for Mind last year (MW September 30, 2004). However, the spokeswoman says this was only for a one-off project.

In 2003, the charity updated its corporate identity and introduced the strapline “For better mental health”. It also adopted a new logo, featuring a scribble and the word “Mind” in small joined-up letters.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here