Value Prop
What MS takes away for MS Plus
Overview
As a new entity formed from the merger of many MS organisations, MS Plus carefully identified the opportunity to use a value proposition to stimulate growth in support.
Research revealed that its donors do not associate the charity with addressing any particular needs of those living with MS. It also showed that their supporters’ desire to be involved in something thrilling was not always being met.
The challenge to respond to this insight needed the boundary breaking approach that Marlin has, It was neither suited to the incumbent fundraising agency MS Plus worked with or the specialists that had developed the new branding strategy for the organisation.
Through a combination of interviews and interactive sessions, Marin uncovered a core emotional truth.
Our imaginations are the tool we use to positively project forward into our futures. To the relationships we will have, the achievements we will make, and the experiences we will have. But MS threatens that imagination. And without imagination people become stuck.
We used this as the inspiration for a new messaging approach that could reveal the need for gifts as well as the competency of the organisation to change lives through both support programs and research.
Our frame “Give back what MS takes away.” has been well received and we are thrilled to be partnering with MS Plus on their individual giving program.
Problem
Research revealed that its donors do not associate the charity with addressing any particular needs of those living with MS.
Solution
Through a combination of interviews and interactive sessions, Marin uncovered a core emotional truth.
Results
We used this as the inspiration for a new messaging approach that could reveal the need for gifts as well as the competency of the organisation to change lives through both support programs and research.
“Our stakeholders, including clients, donors and colleagues in other MS organisations have shown an incredible enthusiasm for the new MS Plus fundraising value proposition. Marlin's work has carefully addressed questions on how we would bring together research and services under a new brand, put donors at the centre - whilst focusing on the needs of the people we serve, and creatively provide the positive direction we needed. Marlin's clear strategic thinking responded to our deep audience insights in a refreshing way, and their concepts used the new MS Plus brand to create a unique donor offer. We are astonished and delighted by the reaction this has generated.”
Ben Holgate, Executive Manager Strategic FundraisingMS Plus
