Mind
The Mission:
Mind wanted to improve the experience of supporters taking part in its popular Do Your Own Thing fundraising initiative. Manual processes meant communications were often delayed or missed entirely, reducing engagement and limiting fundraising conversion.
The charity needed a more personalised, automated journey that would deliver the right message at the right time, while reducing pressure on its fundraising team and creating a stronger foundation for future growth.
Working alongside Mind, Euler helped redesign the charity's fundraising journey from the ground up.
The first step was restructuring their Apteco FastStats environment, introducing new data fields and improving the way supporter information was captured so communications could be personalised based on motivations, event dates and fundraising type.
Using Apteco PeopleStage, automated journeys were then created around each supporter's fundraising timeline rather than internal team availability. Dynamic content, personalised messaging and intelligent branching ensured supporters received timely, relevant communications throughout their journey, while Orbit dashboards provided complete visibility of campaign performance and supporter progression.
How did Mind ensure supporters received communications at the right time?
The journey was redesigned around each supporter's event date rather than internal team availability. Automated triggers ensured welcome emails, reminders, thank you messages and fundraising prompts were delivered when they were most relevant, including weekends.
How was donor personalisation improved?
Mind restructured its supporter data so journeys could respond to individual motivations and fundraising types. This made it possible to deliver tailored content, including communications for in-memory fundraisers and Welsh-language messaging where appropriate.
How did Mind reduce the manual effort involved in managing donor journeys?
Previously, fundraising officers manually extracted data, built email lists and scheduled communications each week. By automating these processes through FastStats and PeopleStage, the team saved around ten hours every week while ensuring supporters were no longer missed.
How did Mind measure the success of the new journey?
New reporting dashboards gave the team a clear view of supporter progress, email performance and fundraising outcomes. This visibility made it easier to monitor engagement, forecast performance and identify further opportunities to improve the journey.
Performance Highlights:
Here's what we achieved through a combination of data, technology and expertise.
Automated stewardship helped improve conversion rates while encouraging more supporters to complete their fundraising.
The new journey increased supporter engagement, leading to more event registrations and stronger long-term participation.
Removing manual campaign administration freed the fundraising team to spend more time building meaningful supporter relationships.
Click-through rates increased from 5.35% to 7.2%, demonstrating stronger engagement through more timely and personalised communications.
“By automating our (Do Your Own Thing) journey through Apteco PeopleStage, it allowed us to replace manual process with something automated, ensuring content is useful at the time for our supporters. The results spoke for themselves. Our conversion rate increased from 28.5% to 39.6% and we saved 10 hours a week – or 60 days a year. The team is now free to focus on new products and other fundraising communications”
Neda Rahimi, Analytics and Insight Manager - Mind
Award-Winning Results
This project received the Best Use of Apteco Award 2025 and was subsequently shortlisted for both the Insight in Fundraising Awards 2026 and the DataIQ Awards 2026, recognising its innovative use of data to improve supporter experience and fundraising performance.
Download the Full Project Report
Whether you're looking to automate fundraising journeys, personalise supporter communications or create a stronger data foundation for future growth, Euler helps charities deliver better experiences with less manual effort.
Automate supporter journeys from registration to donation.
Personalise communications using trusted supporter data.
Increase fundraising performance while reducing operational workload.
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