Mind
The problem
Mind was recruiting large number of donors through Face to Face, but high numbers were canceling. Their new supporters were young. So whilst they wanted to be reassured they were doing the right thing, they didn't wanted to be treated like their mums and dads.
The solution
Mind's materials were changed to show that they helped people like the donor and the donor was given the chance to give something back. Supporters received a magazine, which stressed mental well-being for all — attrition was slashed.
