What they asked us to do
We were asked to develop a compelling fundraising proposition and a messaging framework that could be adapted for different audiences and unify the year’s activities and communications—before beginning work on the MS Society’s final-year Stop MS Appeal 2025 assets.
As the MS Society neared the final year of its 10-year Stop MS Appeal, it was critical that messaging across internal teams was aligned. This project aimed to ensure consistent and impactful communication throughout the organisation, helping to maximise the effectiveness of the appeal’s final year
What we did
We began the project with a series of brainstorming sessions to understand what messaging had worked well for the Stop MS Appeal so far. We explored what would resonate in its final year (2025) and identified tools to help internal teams communicate the updated proposition effectively.
Next, we moved into development, meeting with team members across the MS Society to gather insights and ensure the messaging would be practical and relevant. Based on this input, we wrote and refined the fundraising proposition, incorporating client feedback throughout.
Once finalised, the proposition was delivered in an editable PowerPoint template for use by multiple internal teams. To support implementation, we held a training session to answer final questions and ensure everyone felt confident using the new messaging across different channels and audiences.
What they thought
"Thank you for taking on the challenge for us. The toolkit has had good feedback from colleagues, and the approach has helped align different teams behind the last year of the Appeal, which is great. Now we just need to get to that spring cash target!"
Sarah Briggs - Head of Individual Giving, MS Society
Would you like to discuss your proposition and messaging?
Call the Yarn team