The Foundation

Action for M.E.

From a small, overstretched charity to a powerful movement for change http://www.actionforme.org.uk/

Situation

As the UK’s largest charity for people with M.E. (Myalgic Encephalomyelitis), Action for M.E. only receive £4 per sufferer. This is small when compared to other charities (e.g. Alzheimer’s and MS Society) who receive upwards of £100 per sufferer. Despite being a debilitating and isolating illness there is a stigma surrounding M.E. which leads some doctors, HR professionals and members of the general public to not take it seriously as a disease. These issues have created a vicious cycle: lack of disease credibility lead to a lack of awareness about Action for M.E., causing a  lack of funding which resulted in reduced capacity for Action for M.E. to raise credibility about the illness and support people with M.E.

Insight

After many conversations with doctors, HR Professionals, people with M.E., and their friends and family, it came to light that the gap in the current spectrum of support for people with M.E. was a clear campaign to raise awareness and understanding about the disease, as well as a need for more research into the biological causes of it.

Solution

Three major conclusions emerged from our conversations with Action for M.E.’s leadership team:

• A more detailed understanding of M.E. audiences would lead to greater tailoring to member needs, resulting in increased engagement, member numbers and donations
• More ruthless selection of activities could help Action for M.E. prioritise their resources for the greatest effect
• Action for M.E. should focus on leading a powerful movement for change that raises awareness and understanding of M.E. as a debilitating and isolating illness

Result

Enabling a charity to truly transform the lives of people with M.E. by unlocking the barriers to engagement and donation