Creator / originator

Mind, in partnership with  WPN Chameleon (WPNC), an agency with in memory product expertise and goDonate, a tribute fund and donation platform provider.

The development of Mind’s Everlasting Forest was driven by the need to address a significant increase in in memory donations (there was an obvious spike during the pandemic).

Mind recognised that many donors were often motivated by a desire to honour loved ones who had experienced mental health challenges. Responding to this trend, Mind sought to create a new in memory product that would meet the emotional needs of donors while also aligning with the charity’s mission. 

Qualitative research interviews were held with key supporter groups (and non supporters), to identify insights into donors’ motivations and needs. This informed ‘ideation workshops’ and ultimately led to the creation of Mind’s Everlasting Forest.

Summary / objectives

Mind’s Everlasting Forest is an in memory product designed to provide a lasting, meaningful way for supporters to commemorate loved ones who have passed away. 

Donors can visit a microsite and create a digital memorial through the planting of a virtual tree. This allows them to keep the memory of their loved one alive – while also supporting Mind’s mission. Each tree is part of a collective online forest, complete with a plaque and personal message, offering comfort and a sense of community for those experiencing grief. 

Merits

The Everlasting Forest microsite was promoted primarily online through social media platforms like Meta, PPC (pay per click) campaigns, emails, and in person events. This in memory product has been extremely successful, and the reasons for this success include:

Innovative product design: The Everlasting Forest provides a unique digital platform that combines commemoration with community, offering donors a space to remember loved ones in a way that feels permanent and significant.

Permanent digital memorial: Each tree in the Everlasting Forest has a unique Uniform Resource Locator (URL) or link, allowing donors to revisit and reflect on their tribute at any time.

Physical and digital integration: Donors receive a personalised digital certificate that they can print and keep as a physical reminder of their virtual tree and the loved one it commemorates.

Flexibility in anonymity: Donors can choose to display their loved one’s full name or a nickname on the public-facing plaque, catering to varying levels of privacy and publicity needs.

Strong supporter feedback: Testimonials from users highlight the comfort and appreciation they feel for having a way to honour their loved ones in a meaningful and lasting way.

High return on investment (ROI) and low cost per donor (CPD): The product has demonstrated strong financial performance, indicating its appeal and effectiveness as a fundraising and donor acquisition tool.

Other relevant information

The Everlasting Forest was designed with insights from in memory donors and those bereaved by suicide, ensuring the product is deeply empathetic to their needs. The inclusion of both digital and physical elements, such as the printable certificate, adds to the product’s appeal and emotional resonance.

It also works well as an in person experiential offering. A physical version of the Everlasting Forest tree has been taken to key Mind fundraising events such as Flackstock festival, and Royal Parks Half Marathon. It has received very positive engagement from supporters who were able to write messages on the leaves of the tree – honouring their loved ones in a new and meaningful way.

Some of the comments from supporters included kind messages: 

‘Thank you so much, it’s such a lovely way of remembering my Mum or other loved ones. The way it’s set up is lovely and carries meaning. So lovely to be able to visit the tree at any point.’

‘Thank you very much for this. The Everlasting Forest is such a lovely idea, it brings me some comfort, so thank you for doing it.’

Results

The Everlasting Forest has become a highly successful donor acquisition product for Mind, delivering a strong return on investment (ROI) of 1.4 during the launch phase and a lower cost per donation (CPD) compared to other fundraising initiatives. 

Seasonal campaigns have further demonstrated the product’s effectiveness, with CPD being 50 per cent lower than other acquisition activities. 

It also continues to generate excellent engagement across audiences, with majority positive comments to marketing, and emotive responses to the personalised certificates donors receive. 

The success of Everlasting Forest lies in its ability to meet the emotional and commemorative needs of supporters, while offering a meaningful way to contribute to Mind’s work.

Influence / impact

The Everlasting Forest has not only solidified its place as a key fundraising product for Mind but has also set a new standard for in memory giving within the charity sector. Its unique combination of digital innovation and emotional resonance has made it a model for other organisations looking to develop similar in memory products.

Final notes

Mind’s Everlasting Forest continues to evolve, with ongoing testing and optimisation efforts focused on enhancing the user experience and furthering donor engagement. The product’s impact is evident not only in its financial success, but also in the deep emotional connection it fosters among supporters, making it a vital part of Mind’s fundraising and community building efforts.

This campaign was nominated for Best Supporter Experience of the Year at the 2024 Chartered Institute of Fundraising (CIOF)’s National Fundraising Awards. 

© IMAGES: Courtesy of Mind