Case Study: St Mungo’s boosts email donations with Engaging Networks

How St Mungo’s transformed their cash welcome journey

St Mungo's, a UK homelessness charity, was using an ineffective email welcome journey for new cash donors that simply mirrored its offline communications. The content was not tailored for digital audiences and failed to focus on generating income or demonstrating impact. Partnering with Engaging Networks, the organization sought to transform this journey using marketing automation and split testing to better engage supporters and drive donations.

Engaging Networks implemented a streamlined, automated three-email welcome journey focused on impactful case studies with clear donation asks. Through extensive A/B testing, St Mungo's optimized elements like send days, sender names, and call-to-action language. The results were significant: a 20% increase in open rates, a 180% surge in revenue, and a 500% increase in donations on one email by changing a single word. The success with Engaging Networks provided clear data-driven insights for future growth.

St Mungo's

Georgina Rawes

Digital Content Coordinator