Mind and Euler

The first step was to identify the data needed for personalisation. Missing fields such as the event date and created on date were brought into FastStats. Apteco PeopleStage proved the best fit to address Mind’s challenges, particularly the manual processes that missed contacts. Workshops were held to understand how different teams used the data at each stage. The workshops highlighted the complexity of the journey, and the range of stakeholder needs, confirming that the full Apteco solution was the right approach. Mapping was crucial to determine when registration data reached CRM, the supporter touchpoints at each stage, and how to identify these. Mind then translated these criteria into FastStats selections and built complex, personalised journeys with precise supporter touchpoints.

FastStats provided the flexibility to capture multiple supporter scenarios, leading to three main journey ‘strands’ based on the time between registration and event date. The longer strand included newsletters to maintain engagement, while shorter strands focused on core emails such as welcome, good luck, thank you, chasers, and payment prompts. All strands included a post-event chaser email to encourage income conversion, plus a dynamic re-permission email to secure marketing consent for future comms. For those fundraising in memory of a loved one, tailored dynamic content was added for a more personal experience. Crucially, PeopleStage ensured comms were aligned with the supporter’s schedule rather than team capacity. Emails are now triggered by event and booking dates, running daily (including weekends) to deliver timely, relevant communications, something not possible in the manual process. To handle the transition, a separate audience was created for supporters already mid-way through the manual journey. These individuals entered the automated flow at their next relevant touchpoint, based on their event and booking dates. To develop a more personalised DYOT journey, Mind created virtual variables which looked at supporter’s most recent DYOT event registration date, event date and event campaign code and used expressions to work out the time delays across the journey to ensure that people receive the good luck email one day before their event date, the thank you the day after and the chaser 56 days after if they have not paid yet.

With these improvements, Mind was able to deliver dynamic, event-specific communications, ensuring supporters received timely, relevant emails tailored to their activity and event date. The fully automated daily journey removed manual processes, increasing consistency and reliability in supporter communications. Using communications reporting in PeopleStage and dashboards in Orbit, stakeholders gained clear visibility of supporter progress, email performance, and key metrics such as total emails sent and chaser engagement - insights that were previously difficult to track, fragmented across multiple reports, and time-consuming to compile, making it hard to measure the impact of stewardship on engagement and fundraising.