Refuge set out to build a year-round movement of supporters ready to take action for survivors of domestic abuse. They wanted to use email to mobilise the public to take action fund vital services, and push for lasting change.
Domestic abuse is rooted in systemic issues like misogyny and economic inequality — but cutting through public apathy remains a challenge. Refuge needed to keep their mission front of mind, without overwhelming their email list or repeating tired messages.
So, we worked with the team to transform their email strategy, focusing on consistency, authenticity, and clear, compelling asks to inspire action.
See how we did it
Step 1. Built a regular email programme
We sent regular, engaging emails (aiming for one per week) to keep Refuge’s mission top-of-mind for supporters, including a diverse range of content, tone and asks.
Step 2.
We really prioritised sending personalised communications by writing emails from real people, creating a relatable and trustworthy connection with supporters, as well as keeping emails fresh with different perspectives.
Step 3.
The focus was on driving a single, clear key action in each email – whether donating, sharing a message, or signing a petition.
Step 4.
We ensured every email made it easy for supporters to take the action, streamlining user experience and page journeys to remove any barriers to engagement.
The results
6,557
donations made via email in one year
7,381
higher bar actions taken in one year,
including attending campaign webinars & emailing MPs
Regular emails helped build a culture of consistent action and giving. Supporters have come to expect meaningful ways to get involved, so when Refuge needs them to act fast, they’re ready. One example: nearly 45,000 people emailed Priti Patel to demand that threatening to share an intimate image be made a crime. Thanks in part to their voices, that change was included in the Domestic Abuse Bill.
