Majblomman digitizes its communication with Rule - results beyond expectations
- Who is the Majblomman?
Majblomman is a non-profit children’s rights organization that works to combat child poverty in Sweden. The well-known Mayflower is both a strong sign of spring and a central sales channel that enables this work. The organization distributes financial support to children in low-income families, influences policy decisions and funds research. The pandemic was a turning point that highlighted the need for new digital solutions. To strengthen its work, Majblomman took a major digital leap – of which Rule became an important part. Through the Rules platform, they managed to increase engagement, broaden their reach and contribute to a fundraising record.
- Challenge
What was the challenge they faced?
One of Majblommans major challenges was to recover from the decline in physical sales during the pandemic, which became a driving force behind the investment in digitization. At the same time, the organization wanted to create continuity in fundraising all year round – not just during the spring high season – and establish ongoing communication with its audience to highlight child poverty in Sweden.
Majblomman had never worked with newsletters before and was facing a major digital transformation. Although the organization already had a wealth of valuable data, it lacked the tools and procedures to use it in digital communication and collection.
- Solution
What was the solution for them?
As part of its digital development journey, Majblomman chose to implement Rule as its communication platform. Newsletters quickly became a key channel to reach both donors and volunteers. 45% of online donors say that email is the channel that most inspires them to give again – making newsletters one of the most effective tools for recurring donations.
With regular mailings, Majblomman was able to inspire repeat donations, strengthen relationships with its target audience and create year-round engagement. The organization also launched a new digital product – The Digital Mayflower – which complemented physical sales, reached new audiences and helped collect more valuable user data.
- Results
What was the result?
The digitization and implementation of Rule has produced impressive results. 2024 was a record year for Majblomman, which can be partly explained by the digital initiatives that were implemented – where Rule was one of several important tools. The newsletters have had opening and click rates well above the industry average, which shows that the communication is hitting the mark and engaging. The increased digital presence has also led to stronger engagement among volunteers, which has further strengthened the work of the organization.
Majblommans digital development makes it possible to reach more people and build more sustainable fundraising over time, and all year round. But fundamentally, it is the joint commitment – from children, volunteers and donors – that carries the work forward and enables Majblomman to continue to put child poverty in Sweden on the agenda.
Impressive statistics in numbers:
275%
higher newsletter opening rates compared to the industry average.
385%
higher newsletter click-through rates compared to the industry average
4000+
volunteers are continuously reached with relevant information.
250 000+
donors are reached throughout the year with targeted communications.
