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Motor Neurone Disease Association

Cure Finders – the MND Association’s new regular giving product


Regular giving proposition, Regular giving product, Regular giving content plan, Facebook ad, Sign-up/landing page, Regular giving welcome pack, Website design and content for the Cure Finders hub.

The challenge

The MND Association has a loyal support base – but their regular giving programme wasn’t where it needed to be.

We teamed up with Good Innovation to develop a new RG product that could open their cause up to new audiences, and drive longer term giving through outstanding stewardship.

After identifying a target audience of people with a close connection to MND (those who’ve lost a family member or loved one to the disease), Good Innovation carried extensive audience research, identifying the key themes that would underpin our product.

It became clear that, in the face of a seemingly hopeless situation, our audience were looking for something that could make them feel hopeful.

The solution

Cure Finders: a regular giving product that lets you get closer to the researchers on the front line of MND research – and join the community that believes this disease can be beaten.

Cure Finders gives supporters an exclusive insight into the lives and work of six leading MND Association-funded researchers.

Initially digital-first, it includes in-depth interviews and insight – along with unique perspectives of lab life. Content also includes 360 lab tours, simple explainers to help supporters get under the skin of MND research – along with the latest developments in the research field.

We developed the product look and feel, working alongside the MND Association’s digital team to develop the online product. We also held workshops to create an annual content plan, created a range of multimedia content showcasing the researchers’ work – and a range of social acquisition ads to inspire signups.

The results

Cure Finders launched in February 2020 – and the early signs are promising.

The number of sign-ups has met initial targets, and we’re seeing that the proposition is resonating with supporters from the comments they are leaving on the Cure Finders hub.

Many supporters have lost loved ones to MND, some are living with MND or have partners living with MND – but they are all united by hope and the burning desire to find a cure.