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My Black Dog is a mental health charity with a difference. The volunteers are not therapists or medical professionals. They are people who get it. Who understand.

My Black Dog – Auction

My Black Dog is a mental health charity with a difference. The volunteers are not therapists or medical professionals. They are people who get it. Who understand. Because they have been through it themselves. Based on the motto “talk to someone who gets it”, the free chat service puts people in touch with people who have lived with experiences of struggling with mental health themselves.

You can read about how SoRo Studio got involved with My Black Dog by having a quick read here.

SoRo Studio was already managing My Black Dog’s social media and SEO. When the opportunity came up to work with the charity on a special fundraising event, the team stepped in.

The Musicians for Mental Health Auction took place in November 2020.  Items were donated by Embrace, The Prodigy, and The Killers just to name a few. The lots were awesome ranging from signed, handwritten lyrics, to musical equipment and DJ lessons. If that wasn’t your thing, you could bid for a private tour around Downton Abbey, a champagne cruise at Henley or even an African safari. The donations were overwhelming and illustrate how much support My Black Dog has.

SoRo Studio managed a two-week campaign before the live auction on Instagram to promote the event. Stories were used to advertise the items people could bid for, and donators were encouraged to share through their own Insta accounts. #myblackdogauction was used, and extra promotion was achieved through Ambassadors such as Virgin Radio.

The auction itself took place through a specialist on-line auction house focusing on charity fundraising events. A whooping £30k was raised. The money will be used for training, supporting volunteers, and running the charity. A great success!

Niki Clarke, Founder and CEO, of My Black Dog, says: “My Black Dog is based on support through online chat so everything we do needs a strong online presence. SoRo was a perfect match for our target followers and getting the engagement that we needed for this auction.  Being able to raise £30,000 through an online auction, in the middle of a worldwide pandemic was a fantastic result, and will make a real difference to the work our charity does. The SoRo Studio team not only listened to our brief but more importantly introduced creativity and ideas to drive the campaign forward. The engagement achieved, in a short period, was brilliant”.

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