THE CHALLENGE

How to engage more Canadians in supporting the MS society and its work

THE THINKING

Founded in 1948, the MS Society of Canada provides services to people with multiple sclerosis and their families and funds research to find the cause and cure for this disease.  Canada has the highest rate of multiple sclerosis (MS) in the world, with an estimated 1 in 340 Canadians living with the disease. However, even with this statistic, there is a lack of understanding about MS and in a cause-cluttered world, it is increasingly challenging to get Canadians to support the organization and its work. 

To prepare the organization for the next endMS fundraising campaign, we used the SMP to uncover the core emotional drivers for success to engaging Canadians with the MS cause.  Then, using the insights gleaned from the map, we developed a strategy that would enable the MS Society to fully leverage the opportunities that were revealed.

From the map and subsequent strategy sessions, we identified the need for a new approach for the organization that will allow them to expand their reach and connect with more Canadians.

THE RESOLUTION

A new strategic direction for the organization that will increase their relevance and engagement with Canadians. This Master Planning Roadmap will now guide the development of their next fundraising campaign.