Mind's Innovative Digital In-Memory Product

  • by Ian McCawley
  • 09/08/2022

"Everlasting Forest" Takes Root

Mind, the UK’s leading mental health charity, is testing an innovative in-memory product to give donors the chance to plant and dedicate a virtual tree for their loved ones.

The digital-only in-memory fundraising product - called Mind’s Everlasting Forest - has been created in conjunction with integrated marketing agency WPNC.

It is being trialled as a Minimum Viable Product (MVP) and will be developed further if it proves successful. Initial response from the charity’s target audience has been positive, with more than 1,200 people submitting their email address to be among the first to know when it’s launched.

When supporters visit the microsite they are able to plant and dedicate a virtual tree, make a donation, and share their virtual tree with family and friends. 

WPNC has integrated the microsite with online donation platform goDonate to handle debit/credit card and digital wallet payments. This will ensure a fast, slick and secure process for supporters.

An integrated campaign, featuring social media posts and email marketing created by the agency, is being rolled out to support the launch of Everlasting Forest.

Catriona Brickel, Senior Fundraising Officer - In Memory, Mind, said: “This MVP is a really exciting development for Mind’s in-memory giving programme. We wanted to create a digital product that provides real value to our supporters as they seek to remember their loved one. So far, it looks like we’ve done just that. There’s been lots of positive engagement and some beautiful messages posted. It’s an encouraging start!”

Vicky Reeves, Managing Director Digital WPNC, added: “We’re delighted to support Mind with this innovative in-memory product offering. The project is using the breadth of our services to deliver some great work: from stakeholder insight, to design and development of the MVP and promotional content creation.

“goDonate’s recent research revealed 12% of donors named in-memory gifts as their main reason for donating. It’s certainly the right time for charities to be investing in this area.”

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