Mental health charity Mind is launching an online campaign as part of a strategy to increase fundraising and legacy conversions, as well as inform existing and future donors about the charity’s latest legacy campaigns.
Planned and bought by Equimedia, the campaign includes paid search activity using a Google Grant the charity has already secured; PPC ads against popular fundraising activities such as skydives; display ads on sites relevant to the audience and highly targeted programmatic media campaigns using Captify.
A second activity strand is aimed at increasing legacy sign-ups and encouraging people to create a memory space on Mind’s new fundraising platform, where donors can share special memories of their loved ones and raise money at the same time. Activity is display and PPC-focused but will also utilise TrueView activity on YouTube aimed in the New Year.
Mind digital communications manager Chris Cox said: “One in four of us will experience a mental health problem each year, but despite this it’s still very much a taboo subject. Mind is making great strides in its campaigns to improve services, raise awareness and provide advice and support to empower anyone experiencing a mental health problem, but to do this we rely on donations. equimedia has done a tremendous job since we started working with them and we expect their latest online DM activity to deliver an equally impressive return on investment.”
Equimedia chief operating officer Louise Burgess added: “Mind has been running excellent campaigns aimed at raising both awareness and securing valuable funds to help those with mental health problems. We are proud to be working with the charity and very much look forward to achieving online stand-out among its key target audiences during the busy Christmas period.”
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RT DigitalClare: RT DM_editor: Mind launches Christmas appeal by equimedia http://t.co/ashJVJG33j #directmarketing #digitalmarketing #CRM