NKMT

The Natalie Kate Moss Trust (NKMT) is a UK charity dedicated to raising awareness of brain haemorrhages and funding life-saving research at The University of Manchester. The charity also inspires people to take on fitness challenges to raise money and awareness about brain haemorrhages, turning personal goals into powerful impact.

In late 2023, NKMT approached us with a powerful mission, but a digital presence that wasn’t doing it justice. Their goals were clear:

• Increase awareness of brain haemorrhages and their work

• Boost sign-ups for fundraising challenges

• Grow total donations and supporter engagement

Despite having a compelling cause, key digital tools weren’t being used to their full potential:

• Their Google Ads Grant was untouched

• The website was hosted on Squarespace, limiting flexibility and optimisation

• Organic traffic was low to average

• Email marketing efforts were minimal

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Solutions

Activating Google Ads

We hit the ground running in December 2023 by unlocking the power of their Google Ads Grant. This included:

• Activating and structuring ad campaigns

• Setting up conversion tracking to measure real impact

• Targeting relevant keywords to attract potential fundraisers

Within weeks, the traffic spiked and challenge sign-ups began to rise. NKMT finally had paid campaigns that worked, and a clearer view of what was actually driving results.

Building for Long-Term Growth

After strong initial success, NKMT asked us to expand our support. We shifted our focus to sustainable growth through:

• SEO and organic strategy – including keyword planning, blog content, and on-site improvements

• Website Redesign & Move – guiding the move from SquareSpace to a more flexible, future-proof Wix platform

This laid the groundwork for a stronger, more discoverable digital presence.

Email Marketing That Connects

We also took charge of their email marketing, managing it through MailChimp. Our approach focused on:

• Smart segmentation and scheduling

• Campaigns that delivered value: challenge updates, health info, and key dates

• A tone that was warm, approachable, and action-oriented

The result? A big boost in open and click-through rates, with emails now acting as a true engagement tool, not just a tick-box.

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Results

The impact of our work together has been clear… and measurable:

• 100% increase in challenge sign-ups compared to the previous year

• 181% increase in total donations raised year-over-year

• 77% boost in organic traffic in 2024, with another 60% projected for 2025

Significantly improved email performance: higher open rates, click-throughs, and overall engagement

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Ongoing Partnership

We’re proud to be NKMT's Marketing Manager, helping them build on this momentum and push their mission even further. From SEO and email marketing to ongoing web support and Google Ads campaign management, we’re continuing to drive growth with their digital marketing.