In Their Name: In-Memory Journeys
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Talk Details
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.
Speakers
Faye Anderson
Senior In Memory Officer
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