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MindForYou: community shares for a growing community’s care

Case study

6th January 2022
Elderly couple on a bench at the beach
MindforYou provides holidays for people with dementia

A charitable community benefit society, MindforYou organises holidays for people with dementia and their families and carers.

The organisation was set up in 2014 by founder and CEO Carol Sargent: “I didn’t think about dementia until 2007, when my Mum was diagnosed,” she said.

“My mum and dad spent lots of time with their grandchildren. Holidays were an important part of our lives. Sadly, holidays together became a thing of the past. On our last trip, I decided to use what we’d learned and create something new so people like my mum and dad could rediscover those special connections you only find when you’re on holiday together.”

In 2014, MindforYou was established. The charity visit people with dementia in their own homes – and find out how to make their holidays relaxing, enjoyable and special. And so far, more than 1,100 people have been on more than 137 holidays with MindForYou.

“I feel privileged to watch guests relax and enjoy themselves, make new friends and rediscover one another’s company," says Carol.

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I never cease to be touched by those special memories we have helped to create. These are important for us all, but especially for a person with dementia. Their happy feelings will outlast the memory of the occasion
– Carol Sargent, founder and CEO, MindforYou

MindForYou also offers weekly digital support groups for carers and online activity sessions. In 2020, it started daily Zoom meetings and created monthly activity packs to help families living with dementia during the Covid-19 pandemic. It has also launched relaxing retreats as a way of supporting its community during the winter months. In 2021, the charity launched a community share offer. The number of people living with dementia is rising. By 2025, one million people in the UK will be living with the condition. The share offer was launched to raise funds to develop the organisation so it can meet this need. 

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We’re overwhelmed by the response to our community shares. The investment will hire more staff to share our knowledge and deliver more holidays to make a bigger difference to the lives of people affected by dementia.
– Carol Sargent

Director of the Board, Roger Moors, said: “We’re a community of interest and, unfortunately, a growing community of interest with more and more people suffering from dementia.

“We know that in a lot of community share offers, a majority of investors live within a certain postcode. This wasn’t linked to geography and it also wasn’t linked to an initiative to ‘save a pub’ or ‘save something at risk’.

“We were doing something different from ‘normal’ share offers and had to put in the work to engage potential investors, individuals and institutions who resonated with our mission.

“For MindforYou, people came from all over. The reason I really got behind the idea of the community share offer was the notion that a large congregation of people would resonate with the business and it was a joyous and progressive investment.”

Launched in March 2021, the share offer closed four months later, after extending the offer period to the end of July. It was a huge success and raised £465,000.

“Thank you to everyone who invested,” said Carol. “We’re overwhelmed by the response to our community shares. The investment will hire more staff to share our knowledge and deliver more holidays to make a bigger difference to the lives of people affected by dementia.”

Interested in raising funds through community shares?

The Community Shares Unit has loads of advice and resources
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