---
title: Sense
date: 2025-04-22T14:42:43Z
modified: 2025-04-24T13:40:54Z
permalink: "https://forwardaction.uk/casestory/sense/"
type: casestudy
status: publish
excerpt: ""
wpid: 3371
tags:
  - Fundraising
  - Grow your audience
  - Testing + Optimisation
featured_image: /wp-content/uploads/2025/04/Nicola-_-Rebecca-47-1.jpg
timestamp: 2025-04-24T13:40:54Z
---

Sense has a bold goal: to support ten times more people with complex disabilities by 2026. To make that happen, they need to grow their supporter base – and convert that support into lasting impact.

We set out to recruit over 21,000 new email subscribers and achieve a 1% donation rate, building an always-on acquisition programme that could deliver both reach and revenue. They’d previously struggled to turn new sign-ups into donors — so improving conversions was a key priority.

By taking a fresh, data-led approach we were able to test our way to target-beating conversion rates. We learned from and improved every step of the journey to turn handraisers into donors.

#### See how we did it

##### Step 1. Optimised the journey from handraiser to donor

We analysed which handraiser action delivered the best donation rates — and doubled down on what worked. By shifting the focus to single gifts rather than regular giving, we matched the ask to the audience and saw stronger results.

![](https://forwardaction.uk/wp-content/uploads/2025/04/5D40AD59-32C4-4868-9750-B995BBC84631-1024x743.png)

##### Step 2. Found the right channels to scale

Through rigorous testing across ad platforms, we identified where Sense’s message resonated most — and invested in the channels that delivered the strongest return on investment.

##### Step 3. Refined the donation ask

By testing different donate tactics— like a pin badge value exchange, a survey before the donate ask and prompt amount testing — we honed in on the messages and tactics that converted at the best rate and gave the highest average amount.

![](https://forwardaction.uk/wp-content/uploads/2025/04/57032092-7891-40BE-91EC-35A3D1AD79A1.png)

##### Step 4. Supercharged the supporter journey

We made strategic updates to the email experience, increasing engagement and driving more donations. Every tweak was backed by data — and designed to turn passive interest into active support.

#### The results

### 15,000+

**new email subscribers**



### 1.43%

**donate rate in the daisy chain**, 
surpassing the 1% target



### 1.68%

**overall donate rate**, 
demonstrating the success 
of the iterative approach





The impact of this programme went far beyond hitting targets. It gave Sense a clearer picture of what motivates their audience — unlocking insights they can use to strengthen future fundraising, grow their community, and get closer to their goal of supporting ten times more people with complex disabilities by 2026.

## Topics

**Tags:** [Fundraising](http://forwardaction.uk/wp-content/uploads/wp-mfa-exports/taxonomy/post_tag/fundraising.md), [Grow your audience](http://forwardaction.uk/wp-content/uploads/wp-mfa-exports/taxonomy/post_tag/grow-your-audience.md), [Testing + Optimisation](http://forwardaction.uk/wp-content/uploads/wp-mfa-exports/taxonomy/post_tag/testing-optimisation.md)