Building an Insight-Driven Culture with NHS Charities Together
Background
NHS Charities Together (NHSCT) experienced rapid growth during the COVID-19 pandemic. Alongside this growth came a surge in supporter numbers and income, creating both opportunities and challenges. With much of the supporter base recruited during the pandemic, NHSCT needed a clear picture of its data, supporter trends, and income performance to guide decision making. Sequoia was engaged to conduct an Insight Audit to review supporter data, identify opportunities, and create a roadmap for future analysis and reporting.
Step 1: Insight Audit
The Insight Audit provided NHSCT with a deep analysis of its Supporter data and fundraising performance.
Key findings included:
- Supporter Retention: While supporter numbers had declined since the COVID peak, retention among recent recruits was improving. However, the vast majority of 2020 supporters had lapsed, showing a significant opportunity for re-engagement.
- Income Profile: Corporate giving was driving much of the income growth, but there was a reliance on a narrow pool of corporate supporters, creating a risk to long-term sustainability.
- Data Culture: Data was well managed but siloed. Teams varied in how they used the CRM, and reporting was inconsistent, highlighting the need for stronger KPIs and better integration.
- Opportunities: Mid-value giving, legacies, and supporter reactivation were identified as potential areas for growth.
The audit delivered not only insight but also practical recommendations: from improving supporter definitions and segmentation, to investing in regular KPI reporting, to exploring diversification opportunities in giving channels.
Step 2: Implementing Canopy Reporting
Building on the audit, Sequoia introduced Canopy Reporting – a suite of regularly refreshed, online reports providing NHSCT with access to key fundraising KPIs and supporter insights at any time.
Canopy allows NHSCT to:
- Track supporter engagement through dashboards such as the Engagement Scorecard.
- Monitor programme-level performance with the Programme Scorecard.
- Evaluate campaign effectiveness with detailed Campaign Reports.
By automating reporting and centralising data, the organisation gained consistent, accurate, and up-to-date insights to inform decision-making.
Step 3: Upskilling the Team
To ensure long-term sustainability, Sequoia embedded a mentoring programme alongside Canopy. One member of NHSCT’s data team received regular one-to-one support, building advanced skills in analysis, reporting, and campaign evaluation.
This mentoring has had a ripple effect across the organisation:
- The trained team member now supports colleagues in using reports more effectively.
- The charity has seen a shift towards self-serve reporting, with more users logging in to access insights directly.
A stronger data culture has emerged, with fundraising and supporter care teams better able to test, learn, and adapt their strategies.
Results
The introduction of Canopy Reporting and the mentoring programme has helped to drive some changes the way NHS Charities Together approaches its data. Teams now have online visibility of their performance, giving them the confidence to make faster and more informed decisions. Automated reporting has reduced the time spent on manual processes, freeing staff to focus on strategy and supporter engagement rather than data administration.
Perhaps most importantly, the organisation has begun to build real sustainability in its use of insight. With in-house expertise developed through mentoring, the charity is no longer reliant on external support to interpret results or generate reports. The data team is now leading the way in helping colleagues across departments make sense of information, which has encouraged a stronger, more collaborative data culture.
This cultural shift is already visible. Increasing numbers of staff are logging in to Canopy to self-serve and explore the information themselves. Fundraising and supporter care teams are testing new ideas, learning from results, and applying those insights to future activity. By embedding insight into everyday decision-making, NHS Charities Together has strengthened its ability to nurture supporters, diversify its income, and grow with confidence.
Summary
Through a combination of deep insight, practical recommendations, and structured mentoring, Sequoia has helped NHS Charities Together move towards a proactive, insight-led fundraising culture.
The charity is now better equipped to re-engage lapsed supporters, diversify its income base, and strengthen supporter relationships – all while embedding the tools and expertise needed to sustain long-term growth.
“Working with Sequoia has enhanced our use of data and insight. Their support helped us introduce better reporting and mentoring that built confidence across the team, reduced manual work, and empowered faster, evidence-based decisions. Today, we have a stronger, insight-driven culture with information at our fingertips.”
Michelle Quittenton, Assistant Director of Fundraising – Supporter Engagement