Developing a data-driven measurement framework for MND Association

The MND Association is dedicated to improving the lives of people affected by motor neurone disease (MND). They provide support, care, and resources to individuals with MND and their carers, as well as funding research and campaigning for MND awareness, rights, and access to treatments.

Since 2020, we have supported them with Google Ads Grants, Paid Media campaigns, SEO, and analytics. Our partnership has included guidance during the website relaunch, the migration from Universal Analytics to Google Analytics 4, and support with a recent increase in brand visibility linked to the MND storyline on Coronation Street.

Our most recent collaboration to develop a measurement framework began with the analysis of 11 key user journeys on their website, including donations, fundraising, and care/support information. Our analysis uncovered valuable insight that shows how engaged users are. For instance, we found that 90% of users who registered for a fundraising event also added a donation in addition to their registration fee. These findings highlight the importance of benchmarking interactions. This helps us to understand what data to collect and measure, and ensures we provide the right campaign resources to supporters, while also stewarding them to other campaigns.

Over a month, we held five virtual workshops with the MND Association team to deepen our understanding of their goals. During these sessions, we explored their immediate needs, such as the types of volunteers required—whether carers or fundraisers—and the most crucial locations, like the Midlands or London. We also explored which types of donations are most valuable. These sessions were not only to gather insights but also to ensure that every stakeholder could see the direct impact of their work on the broader organisational goals.

After these workshops, we collated what we identified as the most valuable objectives and metrics into a measurement plan. During some further informal chats with the teams, we reviewed the plans so that everyone could understand why/how we came to each conclusion and gather feedback.

The biggest challenge was addressing the diverse needs of various user segments, which required a tailored approach to ensure each segment's specific objectives were met. We developed a comprehensive framework to measure success and pinpoint areas for improvement. Within the donation framework, for example, our primary aim was to maximise donor impact. Key metrics such as the frequency of regular donation cancellations were identified and tracking clicks to the donation platform from campaign landing pages. These metrics are crucial for increasing the lifetime value of supporters and boosting their engagement with the MND Association.

Historically, the site was built on top of existing structures without any long-term planning. Now, the measurement plan is a critical first step, helping both the MND Association and Torchbox to think strategically about the website—what the overall goal/purpose of the areas of the site are and what metrics can improve its impact.

As MND Association continues to adapt and evolve, the measurement framework will serve as a cornerstone of their digital strategy, ensuring that all decisions are informed by solid data insights.

Finally, I’d like to give a special mention to Parsley, my dog, who was on every one of our calls and workshops with the MND Association. She has provided much joy since working remotely as well as much needed breaks from the desk and now knows the site as well as anyone else! Her knowledge of GA4 is also second to none.