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Customer story: Sport in Mind
Building stronger connections with Donorfy
Sport in Mind is the UK's leading mental health sports charity on a mission to prove that sport really can change lives.
Working hand-in-hand with the NHS, they're breaking down barriers and building brilliant communities where everyone belongs - regardless of their mental health journey. But running such impactful work means juggling countless supporter relationships and funding applications. Here's how they moved on from spreadsheet chaos and found their rhythm with charity CRM, Donorfy.
Donorfy
Health
Professional package
Challenges
- Juggling spreadsheets and email threads to manage donor relationships
- Missing out on chances to strengthen supporter connections
- Wanting to give every supporter that personal touch, but missing the systems to do it
Solution
- Chose Donorfy as their go-to CRM solution
- Integrated key platforms including MailChimp and JustGiving
- Set up tagging and segmentation systems to create smooth personal journeys
Results
- Achieved consistency in supporter communications
- Transformed their management of London Landmarks Half Marathon
- The team is working better, together, with a centralised system
It's user-friendly, well-supported, and designed with charities in mind. If you're looking for a system that's practical and can scale with you, Donorfy is a brilliant option.
From chaos to clarity
Like all passionate charities, Sport in Mind's team wanted to offer every supporter a personal experience. But without the right systems in place, this ambition was becoming increasingly difficult to sustain.
This reality is a familiar one for many growing organisations: important information was scattered across spreadsheets, buried in email threads or simply stored in team members' memories. Aysha, whose varied role covers everything from donor relationships to campaigns and events, explains:
"It was hard to track engagement or follow-ups, and opportunities to deepen relationships could be missed. We really needed a system to centralise everything and give us better visibility."
Their challenge wasn't just organisation, it was capacity too. Who doesn’t need more time?
As a team dedicated to their mission of supporting people through mental health challenges, they needed systems that would free them up to focus on what really mattered: their vital work making sport accessible to all.
Finding the right fit
When it came time to choose a CRM, Sport in Mind knew exactly what they were looking for. They needed something designed specifically for charities - a system that was fairly priced, understood their unique needs and could grow alongside them without overwhelming the team. Enter, Donorfy.
"We were looking for something designed for charities, that was simple to use but could still grow with us," explains Beth Marriott, National Partnerships Manager."Donorfy really stood out for its functionality and charity focus, and it didn't feel overwhelming for the team."
The decision came down to key features that would make their day-to-day work smoother. Integrations were particularly important - the ability to connect with JustGiving and Mailchimp meant no more manual data uploads. Plus, the donor management and automation capabilities promised to help them create much more personalised supporter journeys.
"The setup was really smooth. The support from Donorfy was brilliant, and the resources available helped guide us through the process. We're slowly introducing the team to different areas of the system, but so far it's been a really positive experience."
Building stronger foundations
The transformation hasn't happened overnight, but the impact is already clear. The team now has a central record of all supporter interactions - a fundamental shift that's improving how they manage relationships and communications.
"It's made things more organised and consistent. We now have a central record of supporter interactions, which is a big step forward," Ayesha explains. "It's already improving the way we manage our relationships and communications."
One area where the benefits are particularly visible is in their event management. Take their London Landmarks Half Marathon runners, for example. What used to be a spreadsheet nightmare is now a streamlined process.
"We've started using Donorfy to manage our runners. It's helped us track who's signed up, what contact they've had, and we're building automated communications to support them. It's a work in progress, but already much more efficient than spreadsheets."
The feature they love the most? It’s been transformative for donor management.
“The supporter timeline! Seeing a complete history of someone's interaction with us in one place is a game changer. Tagging and segmentation are also great."
More than just efficiency
While the time savings are welcome - "We're already saving time on admin and chasing info, and as more of the team come on board with using it, we expect that to increase" - the benefits go beyond pure efficiency.
The system has improved internal communication, too.
"The fact that updates and information are stored in one place means less duplication and a clearer picture for everyone, especially when working across multiple projects." Beth explains.
For an amazing charity working across multiple locations and projects, this centralised approach is transformational. They are also building a pipeline of upcoming funding applications, tracking what has been applied for and when money is due to come in, and plan to link this to their finance system for even greater consistency and visibility. They're an ambitious team, that are really embracing the benefits of technology.
Looking ahead with confidence
Sport in Mind's journey with Donorfy is just beginning. The team is excited about exploring more of the system's capabilities, particularly around automation and reporting.
"The potential is definitely there. The reports are already helping us see patterns and make more informed decisions. As we get more familiar with the system, and dashboards in particular, I can see this becoming a really valuable part of our planning."
With Donorfy now part of the wider Access Group, they're also hopeful about what the future holds.
"We're hopeful that it will open doors to more integrated tools and systems, especially as we grow. Access Group has a strong reputation, and it's reassuring to know there's long-term support and development behind the platform."
Sport in Mind's experience shows that sometimes the biggest transformation comes not from dramatic overhauls, but from getting the fundamentals right. By choosing a system designed for charities and taking a thoughtful approach to implementation, they've built a foundation that supports their vital work, and their supporters, far more effectively.
Discover Donorfy
From mental health charities to heritage organisations, over 1000 charities use Donorfy to build stronger relationships and focus on their mission. Ready to see how Donorfy could transform your charity's approach to supporter management? Start a no-strings free trial, or download the brochure to dive into the details. Fancy a chat instead?