Every May in the UK, we recognise Mental Health Awareness Month. It’s an occasion to come together for important conversations about mental health—it’s also an opportunity to raise money to improve how we care for people suffering from mental health issues.
In the UK, one in six people will experience a common mental health problem—such as depression and anxiety—in any given week. Overall, the prevalence of mental health disorders has been increasing since 1993. Women are more likely than men to experience these issues, and a recent survey finds that 20% of children aged 8 to 16 had a probable mental disorder. Globally, depression rose following the start of the pandemic. Today, we continue to see higher depression rates among people struggling with the rising cost of living.
Among these sombre statistics, there is hope. Many charities across the UK work tirelessly to offer resources like improved mental health services and suicide prevention. However, to be effective, these resources and campaigns require public donations. As we recognise Mental Health Awareness Month, we share several tips to help your own charity stand apart when it comes to mental health fundraising.
TIP: Set Strategically Timed, Highly Relevant Fundraising Goals
“We’re raising money for mental health” is a positive statement that might resonate with many people, but it’s also vague. Donors want to know exactly where their money is going. They want to know why you’re asking them to make a financial donation at this time. Why now?
One effective strategy for your next mental health fundraiser is to tie your ask to a relevant event, like Mental Health Awareness Month. In the UK, we also recognise 13 May to 19 May as Mental Health Awareness Week. Around this time of year, supporters will likely receive targeted communications about mental health giving from other charities and initiatives. However, rather than dilute the giving potential, this shared message primes donors to understand why mental health funds are needed—and why they’re needed right now.
Another approach is to think seasonally. For example, RED January is strategically timed to help people “beat those winter blues”. We’re all less active in the winter, which can contribute to mental health issues like low moods and energy and increased depression.
Now in its tenth year, RED January invites people to sign up every January, set a daily movement goal, and raise funds to help mental health projects around the UK keep moving forward. As you plan your next fundraising campaign, look for ways to tie your appeal into strategic times of year; you might consider a “sweat it out’ challenge over the summer or a holiday theme focused on charitable merchandise and gifts.
TIP: Tap into the Power of Events
In-person events are a great way to raise maximum funds for mental health. The simple act of bringing people together around a shared goal can even help improve the mental health of the participants themselves! As you chart your upcoming mental health fundraising campaigns, consider hosting an event for your local supporters. It doesn’t have to be the complicated logistics of a marathon; aim for a small, achievable activity like a scavenger hunt, game night, or pop-up charity thrift shop. You can host this at your charity headquarters, partner with local businesses to use their space, or leverage public locations like parks.
Virtual events offer the benefit of increased participation as people around the world can participate in the activity. Consider hosting a Facebook Fundraiser during Mental Health Awareness Month. In general, social media is a powerful tool for charities to raise awareness of critical issues and generate funds for research and support services. For more, please download our Guide to Facebook Challenge Fundraising.
Get creative with your event and consider a “choose your own challenge” approach to engage as many supporters as possible. For example, Mind offers supporters an array of activities and events during Mental Health Awareness Week. Supports can donate, sign up to become a Mind campaigner fighting for political change, or raise awareness on social media using #NoMindLeftBehind.
TIP: Be Authentic in your Appeal
Supporters want to know where and how their donation will be used. The concept of sustainable giving means providing clear information to your supporters to help them make conscious, values-driven choices when it comes to giving. Your supporters are savvy—they will recognise the difference between a poorly-constructed “pitch” and an authentic, mission-driven, and sustainable campaign.
As you plan your next mental health fundraising activity, consider the role of trusted messengers in your appeal. In its latest report, the Charities Aid Foundation says that people chose a charity based on their experiences and the people they know—more so than by what charities themselves say. Nearly 30% of donors learn about a fundraising campaign through friends and family. Look for ways to help your donors share their donation story with others—perhaps through a “share kit” of sorts or by offering special gift packages, like a set of notecards or pin badges that a donor can share with their own trusted, personal network.
TIP: Model Inclusivity in Everything You Do
Mental health impacts everyone. As such, your fundraising activities should be welcoming, supportive, and inclusive. Take a note from the Samaritans, whose vision is a world in which fewer people die by suicide. On its website, the charity outlines how it practises equity, diversity, and inclusion (EDI), from the mental health services it provides to the charity’s workplace and staff. Samaritans shares five key EDI goals, a written commitment and two-year plan, and an actionable strategy to achieve its goals. Consider creating something similar for your own charity!
Another way to practise inclusivity is to take the time to thank your donors.The Charities Aid Foundation reports that while most people don’t tell others when they donate or volunteer, they also respond very positively to charities talking about their giving. In fact, nearly 50% of supporters give money because they want to encourage other people to do the same!
Create channels to thank people for their donation to ensure repeat and long-term giving to mental health causes. You could ask donors to provide a short statement about why they chose to give and create a gallery to showcase these messages. This strategy might also produce a helpful level of “peer pressure” among friends and personal networks!
TIP: Tap into Merchandise
Lastly, for a mental health fundraising “quick win”, create thoughtful branded merchandise to connect with your potential donors. At Rocket Charities, we can help you design the perfect merchandise, from eco-friendly versions of popular items to incredibly functional and highly visible items.
Your charity can sell this merchandise on your online shop, incorporate it into your next mental health fundraising campaign, or gift it to your partners and donors as a special thank you. A great example of strategic and thoughtful merchandise is the Movember Foundation, which works to improve health prospects for men, including mental health. It offers a clever line of Mo Merch as a “surefire way to say I give a damn about men’s health” including stickers, tote bags, clothing, and more.
As we recognise Mental Health Awareness Month, we hope this post provides inspiration for your upcoming fundraising activities. The good news is that the public donated nearly £14 billion to charity last year and three-quarters of all people supported at least one charitable activity! Help your mental health fundraiser stand apart with some of the tips above. Remember, together we can make a tremendous impact to improve mental health. Please get in touch with us anytime; we’d love to hear about your strategies to support mental health this month and every day.