Since 2011, the Community Fundraising team at Mind has developed a number of mass participation activities.

With Christmas being a key time for community fundraising, Mind launched their ‘Crafternoon’ event in 2014 designed to gather individuals together to hold an afternoon of crafting.

Taking time to get together with family, friends and work colleagues in a fun and relaxing way to make greeting cards, decorations and gifts is a simple way to raise awareness of Mind as well as raise funds.

The 2014 ‘Crafternoon’ campaign generated high levels of enquiries through Facebook so it made sense that Facebook should be at the centre of the 2015 campaign. However, we did one extra thing which made a huge difference to the conversion rate: we incorporated a retargeting strategy.
Having identified key target audiences from profiling previous activity, we were able to find similar audiences through Facebook targeting. By re-targeting interested individuals and continually adding to the target audience pool, we significantly increased the number of event enquiries and social interactions.

The targeting didn’t stop there though. Once people had expressed an interest in holding a ‘Crafternoon’ event, our follow up messaging ensured these events were registered. By encouraging registrations, people showed a level of commitment not experienced the year before, event numbers increased as did donations.

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