How we helped FightMND improve their welcome journey engagement rates by almost 40%

The Challenge:

FightMND is a national charity dedicated to finding effective treatments – and ultimately a cure – for motor neurone disease (MND).

Over the years, the organisation had collected supporter data through donations, merchandise purchases, and community events.

FightMND wanted to create a new welcome journey to build deeper relationships with supporters that had received ad-hoc or no communications in the past, as well as welcoming new supporters joining the list in the future.

The Solution:

We began by analysing the people behind the numbers, so we could get a deeper understanding of the different motivations of each supporter, and the journey they’d already taken with the organisation.

We then wrote a series of emails from the perspective of different voices, including the organisation’s co-founder Neale Daniher AO, the CEO, and a family who had benefited from donor support.

We used emotional storytelling grounded in personal voices, supported by compelling data to reinforce the impact.

The Results:

This campaign was focused on relationship-building, not donations – so success was measured by open rates.

This new onboarding journey significantly outperformed all existing benchmarks with an increase of nearly 40% above their typical engagement rate – sustained across the entire series.

Want to increase engagement rates with a high-impact welcome journey? Contact us today to find out how.