In March 2025, Mind launched a dedicated In Memory cash journey – our first tailored email stewardship programme for supporters giving in memory of a loved one. This session will share how the five part email journey was shaped by audience insight, the results from six months of performance data, and our plans for stewarding different in memory audience segments across channels.
Attendees will gain practical ideas for designing supporter journeys that resonate emotionally, interpreting data to refine approaches, and building multi-channel stewardship strategies that strengthen relationships and encourage repeat giving.
Key learnings from this session:
- How to use audience insight to design meaningful, tailored supporter journeys.
- How to analyse performance metrics -including second gift rates – to guide improvements.
- Mind’s plan to segment and steward in memory audiences effectively across multiple channels.
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And thank you to our friends at JustGiving who make the Fundraising Everywhere Podcast possible.
Transcript
Jade Cunnah: Welcome to the Fundraising Everywhere podcast, your go-to place for fundraising tips and inspiration. Love what you hear? Get more insights straight to your inbox. Subscribe to our email list for exclusive fundraising resources, early access to training, special discounts, and more. Just head on over to fundraisingeverywhere.com/podcast to subscribe.
Jade Cunnah: Now, on to today’s episode. Enjoy.
Faye Anderson: Hello everyone, and thank you for joining the session. I’m Faye Anderson, the Senior In-Memory Fundraising Officer here at Mind. Uh, feel free to introduce yourself in the chat and what charity you’ve come from today. In this presentation I’ll be sharing kind of how we’ve launched our very first tailored stewardship journey for Mind specifically around our In-Memory cash donors earlier this year.
Faye Anderson: And over the next half hour I’ll cover three main areas. So firstly, I’ll kind of give a quick introduction to Mind and what In-Memory giving means within our context. Then I’ll take you through to the design of our six-part email journey and how we shaped it using audience insight the supporter stories that we included and the role it plays in honoring loved ones.
Faye Anderson: And finally, I’ll share what we’ve kind of seen from the first cohort of supporters so far, um, the results and what’s working, where the challenges lie, which there have been some as will come as to no surprise to people. But yeah, and just kind of what we’re planning to optimize and grow within this journey in the future.
Faye Anderson: My hope is that you’ll leave this session with some practical ideas on how to design, um, stewardship journeys that are sensitive, supporter-led and that help build kind of meaningful relationships over time So before we dive into the journey that we created, it’s helpful to understand kind of who Mind is and why in-memory giving is such a big part of our fundraising income team.
Faye Anderson: Um, Mind operates across England and Wales through a network of national Minds, um, local Minds, and our Mind shops. So together we kind of provide vital support, information, peer support, legal rights advice for people experiencing mental health problems, and we campaign for change, fight stigma, and ensure mental health is taken seriously.
Faye Anderson: One of the ways that people make a real difference with us is through in-memory giving, so donations made, um, in honor of someone who they’ve lost, who, who’s passed away. These donations are often deeply personal. They’re a way for supporters to remember a loved one, find meaning, and hopefully see something positive through their g- grief journey.
Faye Anderson: For Mind and so many other charities, in-memory giving is more than a gift. It’s an opportunity to kind of build a relationship based on empathy, for us to offer stewardship that feels personal and respectful, um, and just to encourage, like, not just a one-off donation, but to build that relat- relationship and ongoing engagement.
Faye Anderson: So that’s why we have developed a specific in-memory cash stewardship journey, um, to ensure that we honor both the person being remembered and the person giving. Um, so to note, just in terms of, like, in-memory giving at Mind, I’m kind of specifically talking about people that donate through the Mind website.
Faye Anderson: So we have a lot of tribute funds, um, and other in-memory products, but this journey is specifically over yeah that Mind web form. Um, I think it would take me another seven sessions to go over all of our other plans within in-memory stewardship. So in the next part, I’ll kind of show you how we designed that journey, what we learned, and how we plan to take it forward.
Faye Anderson: So yeah, this is just to kind of show everyone how we’re able- how we’re kind of planning to take our In Memory cash stewardship forward over the next three years. So in year one, which is where we currently are at, um, our focus is on consolidating and proving the value of In Memory stewardship, both internally and externally.
Faye Anderson: That means retesting cash acquisition, so we really understand the potential, um, strengthening the supporter journey for those do- donors and benchmarking second gift rates. It’s about building a strong foundation, um, including the systems we’ll need, like CRM integration. And then in year two we’ll move on to optimization, which we’re nearly there, which is exciting.
Faye Anderson: Using the insight we’ve gained from year one, we’ll kind of refine our cash donor proposition and test, like, many new approaches within the journey. Everything from content to tone to timing. Collaboration across teams will be key. I’m sure a lot of you have also had experience with this. Making sure that data and supporter experiences are aligned.
Faye Anderson: And we’ll also start to introduce more automation, um, for both cash and tribute donors. And then by year three, the aim is to scale up. So that means expanding Taylor’s stewardship to more donor segments, implementing improvements at a larger scale, and layering in those multi-channel approaches, not just email, which we’re focusing on currently, but hopefully we can look into postal and phone where appropriate.
Faye Anderson: Um, this will hopefully help increase conversion rates and embed kind of that consistent, sensitive element of the journeys across the whole organization within In Memory So to design a journey that really resonated, we first obviously needed to understand who our in-memory supporters are at Mind. Mind did a huge wide, uh, like Mind-wide gap analysis, um, last year, um, which obviously included the in-memory donors.
Faye Anderson: And we found that the average in-memory donor at Mind is most likely between the ages of 35 and 54 with a slight female skew, um, around two-thirds women and one-third men. And this aligns with what we often see in public fundraising at whole within Mind. Financially, this audience tends to be quite affluent, so the average household income is just under 50,000 pounds with a healthy amount of disposable income compared to other fundraising audiences, audiences that we see.
Faye Anderson: So many either own their own home outright or have a mortgage, so they’re relatively financially secure. In terms of their lifestyle, they’re often what you’d describe as prosperous suburban families. They’re people with strong digital habits, which was a really useful part, like insight that we gained when creating this journey.
Faye Anderson: So we knew that hopefully online it would be quite engaging. And in terms of geographical distribution, it shows a big concentration, um, in the southeast, but in reality we know that our in-memory donors are spread right across England and Wales. Um, so all of this insight obviously helped shape our approach.
Faye Anderson: We knew we needed a journey that was respectful, digital first, um, and sensitive to those motivations of this audience who want to honor a loved one while feeling that their gift is meaningful So we also looked at the psychological and behavioral insights that shape how people give in memory. Psychologically, these donors are primarily motivated by the desire to honor their loved ones.
Faye Anderson: That’s kind of the emotional anchor for almost every gift that we see. Younger people, especially those aged between 18 and 44, are more likely to continue giving or fundraising in memory. But we also know that grief is complex. It can make, make people quite reluctant to talk openly, which is why sensitivity within this journey was kind of the key thing that we wanted to focus on.
Faye Anderson: And at the same time, supporters really value Mind’s empathy and services, and they’re often open to kind of hearing from us regularly if the tone feels right. And then in terms of kind of the behavioral side, um, in memory donors engage strongly with our online donation form and with the idea of giving in memory.
Faye Anderson: They’re comfortable with digi- digital channels, as mentioned, and often kind of lean towards ethical and quality choices in their everyday lives. Um, crucially, we have learned that they’re more likely to respond to, like, targeted appeals once that initial grieving period has passed. So rather than kind of go straight into an appeal yeah, just giving them kind of some breathing space is really important.
Faye Anderson: So yeah, all of these insights kind of gave us a clear direction to build journeys that are empathetic, digital first, and timed with care to balance sensitivity and engagement So this research, which is really interesting, it was carried out by Legacy Foresight, I think about two years ago now. Um, but it kind of shows like the wide range of reasons why people to choose to give in memory of a loved one.
Faye Anderson: Some are very practical, like marking a loved one’s life or keeping their values alive, and then others are a lot more personal, so creating a focus or expressing gratitude. For Mind, two motivations are particularly important. I’ve highlighted them here in the slide, but many of our supporters are bereaved by suicide, which means that the grief can be especially complex.
Faye Anderson: And in these cases, giving in memory often becomes a way to aid their own personal grief or to send a message, uh, to the loved one that they’ve lost and to others around them as well. So recognizing these motivations helped us shape our journey to be both sensitive and supportive throughout, while also meaningful to the donor.
Faye Anderson: While designing the journey, we decided not to name the loved one. This is quite an interesting topic within the in-memory sphere. So we, we had quite a few discussions whether or not to name the person that people had donated in memory of, and this is something that we might kind of look into in the future.
Faye Anderson: But for now, we kind of took the sensitive route. And yeah, we’ll kind of keep those conversations going through building more insight. But yeah we do not na-name the loved one of the person, even though it is on our CRM. Um, yeah, currently, that’s not something we’re doing. Um, yeah, before we launched this journey, the way we communicated with our in-memory cash donors was fairly limit-limited.
Faye Anderson: So supporters would typically receive one impact mailing a year alongside kind of more generic appeals or stewardship that weren’t really tailored to their motivations for giving. So in terms of, um, that, those like impact mailings, for instance, or specific appeals at Christmas time, we would include in-memory donors if it was six months past they donate– the time they donated.
Faye Anderson: And I would always get involved or our team would get involved to make sure that we would acknowledge that it’s in memory. But in terms of like specific stewardship that did not exist at Mind until recently. So that meant that there was no dedicated kind of emotional follow-up after their first gift.
Faye Anderson: And for many people, that gift was very personal, but our communications didn’t reflect that. Um, so without the connection, there was a high risk that these donations would remain one-off gifts. Um, and we knew that we needed to do more. Um, the aim was to create a journey that could build stronger, more engaged relationships with these supporters.
Faye Anderson: So a journey that acknowledged, um, the emotional nature of their giving, encourage second gifts, um, and help us kind of grow
Faye Anderson: that sustainable income across the program So now that we’ve kind of covered why we needed a dedicated in-memory cache journey I’ll kind of move on to what we actually built, um, off the back of all of our insights. And I’ll walk you through kind of the design of the journey, how we structured the emails, and the thinking behind, um, specific content choices within that journey So this slide kind of gives an overview of how we structured the journey.
Faye Anderson: For context, our generic stewardship journey at Mind, which is when people donate, not in memory of a loved one, is quite similar in terms of how it’s laid out. However, it’s sort of six emails, um, that are just sent within one month. So it’s quite a fast-paced series designed to keep momentum going.
Faye Anderson: But for our in memory donors, we knew from our research that this pace just wouldn’t be right. These gifts are often made in the context of bereavement. Often we don’t know at what point they’re donating in memory of their loved one. It could have been within days of the loved one passing or months later.
Faye Anderson: But this insight kind of showed that people are much more likely to give again after the initial grieving period of around six months. So instead of sending emails back to back, similar to the general cash journey, we kind of space them out three to four week three to four weeks apart. So this gives supporters time to kind of process while still keeping a gentle thread of connection, um, with Mind.
Faye Anderson: And what this creates is a slower, more thoughtful journey, one that balances sensitivity with ongoing engagement. And in the next section, I’ll kind of take you through each of these emails in a little bit more detail Yeah. So this is an overview of the six-part email journey we desi- we designed.
Faye Anderson: I did think it would be a little bit boring for you all if I went through every single piece of content within, um, the journey itself. But I’m more than happy to send the whole journey to people if they’re interested. Um, so yeah, this is just kind of an overview and the main themes that come across each, each email.
Faye Anderson: So naturally we started with a thank you email. This email does go straight out after the initial donation, so within 24 hours. It basically sets the tone by acknowledging the special nature of their gift, showing impact right away and pointing people towards support if they do need it. The second email shares Amy’s story.
Faye Anderson: So Amy was bereaved by suicide when her husband, Chris, had died, and she speaks really powerfully about the support that she received from Mind. Her story helps donors kind of see the difference that their gift can make and that impact, while also offering reassurance that they’re not alone in what they’re going through.
Faye Anderson: Email three, we kind of introduced Everlasting Forest. So this is a soft cash ask. This is a space where, as an Everlasting Forest is kind of a space where people can plant a virtual tree, um, and share a memory of their loved one, and it gives supporters another meaningful way to engage with Mind and keep their me- their loved one’s memory, um, alive And then the fourth email kind of focuses on journaling prompts.
Faye Anderson: Um, this is a wellbeing resource, so it’s encouraging supporters to take time out for themselves, um, with gentle reflection exercises. It’s not about fundraising in any way. It’s just about offering something of value to them. And then, yes, following on is Chloe’s story. So Chloe talks about her experience of mental health problems.
Faye Anderson: It’s not a direct in memory case study, but, um, she kind of talks about how Mind’s InfoLine supported her during a crisis. And it’s another way of showing the real impact of the donations and linking the supporter’s gift directly to the lives that it helps change. And then finally, we have our cash ask.
Faye Anderson: So by this point, supporters have had a mix of kind of gratitude, stories, um, and resources from Mind. So the ask feels more natural rather than putting it in really early on. It’s framed as another way to honor their loved one with donations, funding vital services like our InfoLine and online communities.
Faye Anderson: Um, also it’s important to note that across each of these emails the balance was really important. Weaving together thanks, impact, supporter stories, and gentle asks all while, while keeping the tone supportive and sensitive. We also make sure to include bereavement support across every single email.
Faye Anderson: So at the bottom of each email, there’s a clear kind of how can Mind help you in this current time. Um, and we just wanted to make sure that that features, and I don’t think that’s something that we’ll take out So now that we’ve looked at the journey design, um, I’m gonna move on to results. So it is
Faye Anderson: Yeah, we kind of just had our first cohort of supporters, um, go through the journey, and while it’s still early days, the data gives us some really useful insights. So I’ll kind of start by giving you a really quick overview of the numbers, and then we’ll dig into what’s working well, where we’ve seen some challenges and what that means for how we optimize the journey going forward.
Faye Anderson: So these are the results from the first cohorts of supporters going through the journey. So it’s really important to note, um, we’ve only had f- like, the first six months of data, which means many people haven’t even finished the journey. It’s exciting that I’ve, I’ve got the data ready for this conference ’cause I was…
Faye Anderson: Yeah, I- when I got the call, I was like, “Yes, this is great,” ’cause we’ve just literally had our first six months of data through. But yeah, we’re kind of… We’re not treating these figures as statistically significant just yet, but they do give us really useful kind of early snapshot of, um, yeah, of results.
Faye Anderson: So in total, we have had 186 people enter the journey. Engagement has been really strong with an overall open rate of 64%, which is well above kind of sector benchmarks, and it’s a lot higher than, um, internally at Mind as well. So unsubscribe rates currently have been very low. Only seven people, um, in total have kind of unsubscribed.
Faye Anderson: And then we’ve also had, we’ve also had sort of 25 people opt out. Um, so slightly different to unsubscribe in that unsubscribe is like a full unsubscribe to all communications, then opt-out might be opting out of a specific email. So we’ve sent around 680 individual comms so far with just 41 people, um, completing the full journey.
Faye Anderson: I’m hoping that this time next year I’ll have so much more data, no doubt. But encouragingly, we have already seen seven people make a second gift in memory which at this early stage is such a positive sign and great to see. So while we’re cautious about kind of over-interpreting the numbers, this first look at the data shows, shows us that supporters are engaging with the content, staying in the journey, and in some cases already to choose choosing to give again.
Faye Anderson: I made sure to have at least one graph in my presentation. So looking at engagement across the journey, we can see that open rates remain consistently very strong. The thank you email performed especially well with opens around the mid 80% mark. So this kind of shows just how engaged supporters are at the very start of the journey.
Faye Anderson: Where we start to see more variation is in the click-through rate. So after email three, there’s kind of a noticeable drop, and by the time we reach the journaling prompts and the cash ask clicks are very low, around the 1%, um, CTR. So this does kind of tell us that while people are still opening and reading the emails, they’re not necessarily taking the next step.
Faye Anderson: It does suggest that the journey could benefit from more engaging content or clearer calls to action to maintain kind of that interest and encourage interaction later on. To note one of the things in, in terms of KPIs that we’ve set, we do have different KPIs for each email. But for two of these emails, especially the stories, the only kind of click-through would be the bereavement support pages or to read the full story.
Faye Anderson: So that was really good to kind of, yeah, see that see the results from these. So yeah, the, the early insight here is that the journey overall is landing very well. People are opening and staying with us. But the challenge now is how do we translate that interest into action, um, kind of further along?
Faye Anderson: So if we look more closely at individual emails the story becomes a lot clearer. So email one, which is the thank you email, performed really strongly, as mentioned. It had the highest open rate of the whole journey and at eighty-six percent and then a solid eight percent click-through rate. So within this email, the only thing that people would have clicked was the bereavement support.
Faye Anderson: Um, so it’s just really nice that, yeah, we can kind of offer that straight away, and people are engaging with it. And then email two, we did see quite a drop, so the open rate fell to just over fifty percent about half of the first email, and the click rate was very low at two percent. And this is where within the small amount of data that we have, um, those unsubscribe rates spiked at two point five percent.
Faye Anderson: Um, so this kind of suggests that the content or tone may have not met supporter ex-expectations as well as it could have. Um, it’s quite important to note that this email two is Amy’s story, so this is when Amy’s kind of talking about the support that Mind offered her through her bereavement due to suicide.
Faye Anderson: So I think we’ve had quite a lot of chats within the team to potentially introduce that story later on or do some AB testing around, um, other stories that might not be as hard-hitting for people. Then in email three, we did see a small recovery. So this is the Everlasting Forest email. Um, opens improved slightly, and clicks rose back to four percent.
Faye Anderson: So it’s still far below the performance of the first one, but it does show that the subject line and positioning, um, worked better than email two. So overall, kind of this first half of the journey does show us a strong start, a wobble in email two. Um, but yeah, recovery towards the middle point. And this gives us a good indication of sort of where to focus our testing and optimization moving forward Sorry, this is the, uh, the only big heavy, um, copy slides.
Faye Anderson: But moving into kind of the second half of the journey, we do see some interesting patterns. So email four, which is the journaling prompts held steady with an open rate of around 54%. But what stands out is that low CTR, the low click-through rates and un- unsubscribes did creep up again. So that tells us that while people are willing to open, the content isn’t giving them a reason to take further action.
Faye Anderson: Um, in email five, which shared Chloe’s story, that actually performed quite strongly on opens, which is 64%. And it’s the best result we’ve seen since the initial thank you. But again, those clicks were quite low and unsubscribes kind of edged slightly higher. The one thing that we can do with this email is provide something for people to click through to that’s outside of the story.
Faye Anderson: But yeah, perhaps in terms of the way we presented, like next steps wasn’t clear enough or compelling in the current copy. So then finally, email six, the cash ask. The open rate did drop to 46%. As mentioned, we have only had, um, I think it’s 46 people finish, um, this journey. So the unsubscribe rate also rose to 2.4% which, which kind of does suggest that this part of the journey might not be landing well with supporters, um, and may even be turning some people off, which we always, when the end goal is supporting supporting people and stewarding people and that second gift, we- it wasn’t surprising to see people unsubscribe at that point.
Faye Anderson: But obviously it’s something that in terms of optimization and testing, we can definitely look at how we’re laying out that, that email. So yeah, overall kind of the second half of the journey highlights that need for more engaging content, um, and clearer calls to action, particularly in the, the wellbeing and, um, cash ask emails So alongside, um, some of the positives, there have been clear challenges in developing this journey.
Faye Anderson: The first is consent. So in the last six months, only around twenty-three percent of otherwise eligible supporters have entered the journey simply because they hadn’t given us email consent. So that’s a big limitation. As we know, there are so many more people giving in-memory who we’d love to steward in this way.
Faye Anderson: Linked to that, there’s also some CRM delays. We have a fantastic CRM team, but obviously there’s so many things that, um, that we’d like to kind of have on, on the list. But currently it does take longer than we’d like for consented donors to flow into the system. Um, so which makes it harder to bring them into the journey at the right moment.
Faye Anderson: And then obviously the smaller volumes overall currently make it quite difficult to test and refine. With people coming through, it does take longer to kind of reach statistically significant results, and that does slow down, um, kind of long-term and short-term optimization. There’s also the sensitive nature of the topic in memory giving, and especially bereavement by suicide, which we see a lot of at Mind, can be incredibly complex.
Faye Anderson: That means engagement can sometimes be harder to achieve, and we need to tread carefully with tone, content, and timing. And finally, it’s, it’s too early to fully assess email six. Like I say, I’m hoping in, in six months’ time I’ll have a lot more data and kind of clearer learnings, but with a smaller number of people of kind of reaching the end of the journey so far, we can’t be certain yet whether that final step is performing as we’d like.
Faye Anderson: And yet a further challenge to mention is that currently we are relying solely on email. So for this journey at the moment, it was something that we took from the insight due to having a digital-first, um, in-memory audience. But yeah, while it’s an efficient and scalable channel, many in-memory supporters might respond better to mul- a multi-chan-channel approach, um, and including sort of print, phone, or even digital community spaces, um, in the long term.
Faye Anderson: So that’s something that we’ll definitely sort of be looking at in, in the future. So overall, the challenges are as much about systems and audience scale as they are about content, and that’s why the next stage of this work is going to focus on integration, segmentation, and expla- uh, kind of expanding the, the channels that we use So alongside the challenges, there have been some really encouraging positives from this first cohort.
Faye Anderson: Email one performed exceptionally well, as mentioned, and kind of, yeah, is above sector benchmarks, which is great to see. And it kind of shows that willing-willingness and responsiveness of our supporters at the beginning. We’ve also seen seven people make a second gift already, so that’s really encouraging, especially given how early we are in the reporting process.
Faye Anderson: On top of those seven gifts, we’ve also seen two supporters who have gone on to set up regular giving plans in memory of a loved one. They’ve each they’re each donating kind of twenty pounds a month plus Gift Aid, and that is exactly the kind of long-term relationship we were hoping this journey could start to build.
Faye Anderson: And we even had one supporter sign up for a do your own thing fundraising event in memory, which another team kind of run. And this really shows that the journey isn’t just prompting financial support, but also inspiring people to get more deeply involved with Mind in different ways. So while it’s early days these results suggest that the journey has real potential to drive not only kind of repeat giving, but also stronger and more varied engagement over time with our in-memory supporters So yeah, we’ve seen kind of what worked well and where some of the challenges lie.
Faye Anderson: Um, so now just looking ahead we’ll look at the next key optimizations that we’re planning. There’s so many that I could go through and, yeah, we’re, we’re quite a small team, In Memory team, so we’re kind of starting off small. But yeah, I’ll just go over how we’re looking to take the journey forward, um, over the next few years.
Faye Anderson: So looking at the first results, we can already see a few areas where testing will be really valuable. One idea is whether we should introduce a cash ask earlier, perhaps around the three or four-month mark, rather than waiting up until the end of the journey, which is at six months. This could help capture supporters while engagement is still very high.
Faye Anderson: We’ll also be looking at cross-selling other products outside of In Memory. So we could look at those do your own thing events and of course, long-term, um, legacy links and yeah, working with the legacy team more to kind of promote, uh, legacies within the In Memory audience, as we know there’s such like a strong connection between the two.
Faye Anderson: So we also want to look at subject line testing. We haven’t because of the small amount of people that we had at the beginning, um, this is something that we’re really interested to do now, particularly after email one. We know subject lines play a huge role in open rates. So this could be a relatively quick win for us to boost engagement.
Faye Anderson: Another priority is email two, which had the highest unsubscribe rates and lowest opens. So we think the content on this one may have been a little triggering. This is the one where Amy shares her story around losing her husband to suicide. So it’s definitely worth testing a different story or even kind of jigging up the order a little bit.
Faye Anderson: And finally, we are considering whether to test a shorter journey overall. It may be that six emails is simply too long for this audience and we could achieve better results with a more streamlined approach. So while the first version of the journey has already given us valuable insights, these are some of the areas we’ll kind of focus on to refine and improve in the next phase, which we’re currently just starting.
Faye Anderson: So we will start off with kind of smaller optimizations and give them a long time to, to see if that’s made any impact
Faye Anderson: So what have we learned so far, and where do we go next? The first big learning is that audience insights has to lead the way. Uh, journeys can’t just be based on assumptions about grief. They need to be built from what supporters tell us and how they behave. We’ve already got some interviews with people who have been on this journey next week, so I really look forward to kind of chatting to our supporters and hearing about their experience and what’s worked for them, what they’d like to see more of or less of.
Faye Anderson: And then secondly, stewardship in the in-memory space has to strike a really careful balance. I don’t think any of us have found that, um, sweet spot, but it needs to be sensitive and empathetic while also being really personal and engaging so supporters continue to feel seen, um, and supported. And then the data is already showing us what to improve.
Faye Anderson: So by tracking things like second gift rates and click-through patterns, we can adapt that content and timing to make the journey work harder. Looking ahead, the, the next step is segmentation. We do really want to differentiate our journeys by things like gift size, channel or frequency, so the experience does feel more tailored.
Faye Anderson: Longer term, we’re looking towards kind of improving automation and CRM integration, which we’re already working on. This will help us deliver the journey, um, at scale with kind of less manual effort. Um, it is currently half automated. So our roadmap is really simple. I guess year one is about consolidating and proving that value of in-memory journeys.
Faye Anderson: Year two is all about optimizing, which we’re kind of heading into now. Yeah, optimizing based on what we’ve learned currently. And then in year three is about scaling up so we can reach more supporters in more meaningful ways. And ultimately, the hope is it’s all about kind of building a life cycle of stewardship that supporters can move through, one that deepens their connection to Mind over time
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Jade Cunnah: Thank you so much. See you next time. Bye