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.

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