MS Society


Engaging and mobilizing a national ecosystem of communities


Founded in 1948, the MS Society of Canada funds research to find the cause and cure for multiple sclerosis and provides services to people and families living with the disease.  Even though 1 in 340 Canadians lives with the disease, there was a lack of understanding about MS – and in a cause-cluttered world, it was becoming increasingly challenging to get Canadians to support the organization and its work. 


To prepare the organization for the next ”end MS” fundraising campaign, we used the Structural Mapping Process® to uncover the core emotional drivers that successfully engage Canadians with the MS cause.  From the map and subsequent strategy sessions, we identified four core psychographics and a comprehensive ecosystem master plan that would allow the organization, for the first time in its history, to fully engage and leverage its many staff, volunteers, donors, patients/families, events (bikeathons and walkathons) and the MS research community across every province of Canada.


We developed a new strategic direction for the organization, aimed at increasing its relevance and boosting engagement with Canadians. This Master Planning Roadmap will now guide the development of fundraising campaigns for the next decade.

Moral of the story

Even smaller organizations can have big impact when they understand their core DNA and engage every member of their community.