Less is more: How simplifying the fundraising experience led to an 83% increase in event income.
This month’s Site of the Month is all about making a big impact with a unified fundraising experience—that not only keeps supporters engaged but makes life easier for the team at Mental Health UK (MHUK).
MHUK’s GLOW night walk has been a popular event for years, where supporters participate in a night walk around the city covered in as many glow sticks as possible in the name of being a ‘light in the darkness’ for those suffering from mental health challenges.
In 2024, they took things to the next level with a dedicated microsite built around what supporters really need. The result was a stunning 83% increase in event income, all thanks to a more streamlined, mobile-first, and connected experience.
Before 2024, Mental Health UK used separate systems to manage:
- Registrations
- Ticketing
- Fundraising
- Merch
- Data and reporting
However, the event was growing and needed an efficient solution to their scattered systems and all the affiliated data to be in one place.
83% increase in event income
24% boost in fundraiser activation
25% improvement in registration conversions
The power of simplicity
Gone are the scattered registration forms, disconnected fundraising pages, and clunky event navigation.
Now, everything is neatly housed in one place, meaning supporters move seamlessly from registration to fundraising, all while engaging with the campaign in ways that feel personal and rewarding.
Four reasons we love the new GLOW site
The changes to the site don’t just show in the stats, they’re felt in the experience. By offering a unified platform for everything from registration to communications, MHUK has made it easier than ever for supporters to be part of something bigger.
Tailored event pages
Each event location has its own custom registration flow, with a central events listing page that makes it easy to navigate all available events.
Seamless signup
The streamlined registration process encourages self-donations right from the get-go, making it easier for supporters to get involved.
Engaging automations
Smart automated messages celebrate milestones and keep fundraisers motivated throughout their journey.
Instant insights
Live dashboards provide the team with real-time performance tracking, helping them monitor progress and conversion rates with ease.
Dive deeper
In our latest case study, we explored the full GLOW fundraising experience—how it works, what makes it stand out, and how Mental Health UK and their team created a flow that’s not only more manageable for the team, but also impactful and deeply engaging for supporters at every step.
The results speak for themselves
While numbers are never the whole story, they do tell a powerful tale. With the new site, MHUK saw an 83% increase in income, a 24% boost in fundraiser activation, and a 25% improvement in registration conversions.
But perhaps the most significant shift was a stronger, more engaged community of supporters throughout the entire fundraising process, who are now more deeply connected to the cause than ever.
