Jemima
Head of Events and Community Fundraising
Mental Health UK

The result was an 83% increase in fundraising income, 24% higher activation rates, and a smoother journey for everyone involved.

We spoke to Jemima, Head of Events and Community Fundraising at Mental Health UK, about what changed and why it worked:

The challenge: Fragmented tools, disjointed journeys

Before 2024, Mental Health UK used separate systems to manage registrations, ticketing, and fundraising. However, the event was growing and needed the affiliated data to be all in one place:

• Registration conversions were lower than expected
• Supporter activation felt slow and inconsistent
• Campaign insights were scattered across platforms 

With limited flexibility and data trapped in silos, the team needed a platform that could collect all the data, and activate their supporters more reliably.

The shift: One seamless supporter journey

To create a more connected experience, Mental Health UK built a dedicated GLOW event hub using Funraisin to create an all-in-one fundraising platform.

Every part of the campaign—registration, fundraising, supporter comms, and analytics—lived in one place. That meant the team could work faster, learn more, and do more with their time.

83% increase in event income

Better access to data meant smarter segmentation, stronger journeys, and a higher return.

24% increase in fundraiser activation

Supporters were up and running faster thanks to instant creation of branded fundraising pages and well-timed nudges.

25% boost in registration conversion

Mobile-first design and thoughtful registration form design removed friction from the signup flow.

“Being able to give supporters a more visually exciting way to promote their fundraising to their networks has supported the improvement in activation.

Also, the ability to easily edit things like our registration forms and donation handles means we’re in control of influencing improvements.”

– Jemima, Head of Events and Community Fundraising at Mental Health UK

Why it worked: a single source of truth

Bringing every part of the campaign together in one place didn’t just tidy up Mental Health UK’s tech stack—it fundamentally changed how their team worked. With registration, fundraising, communications, and data all connected, they could finally see the full picture of supporter behaviour at each step.

That clarity made it possible to spot trends and patterns that were invisible before. For example, the team could pinpoint exactly when fundraisers were most likely to drop off or which messaging sparked more donations. This real-time insight meant they could test small tweaks—like adjusting a registration form or sending a timely encouragement message—and instantly see the impact.

The shift wasn’t just about better numbers. It changed how the team spent their time. Instead of chasing data from multiple platforms or firefighting last-minute problems, they focused on fine-tuning supporter journeys and crafting experiences that motivated fundraisers to do their best work.

For fundraising teams, this is the real takeaway:

When your data, tools, and supporter experiences live in harmony, your strategy becomes clearer and more agile. You can anticipate supporter needs, deliver personalised touches at the right moments, and adapt quickly as campaigns evolve.

This unified approach turns disconnected activities into a coherent story your supporters want to be part of, and that your team can confidently build on every year.

Rethinking your campaign stack?

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