Rethink, formerly the National Schizophrenia Foundation, is to embark on a major fundraising and donor recruitment drive following its recent rebranding.
A cold recruitment campaign, designed by TDA, will ask 136,000 people to donate £2 a month to help Rethink continue its work with mental health issues. The pack includes a questionnaire designed to challenge people's perception of mental health.
"We're moving towards a more relationship-driven fundraising strategy,
said Sylvia Ward, acting head of fundraising at Rethink. "Although we're well known in the mental health sector, public awareness of our organisation is still limited and we aim to turn this around with a series of fundraising and awareness drives."
It is the first major recruitment campaign that the charity has undertaken for 10 years.
A smaller acquisition drive was run prior to the name change to test the response and trial a new approach.
A postcard campaign is also going out to Rethink's supporter base, which aims to publicise the long delays that occur before people with mental health problems receive the help they need.