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Moira Anderson Foundation

Building confidence, adding capacity, and prioritising fundraising strength in a renewed approach to social media.

When the Moira Anderson Foundation first approached Jennifer Payne Marketing powered by J&G3 Ltd. in early 2025, the charity was looking to transform how it presented and promoted its work on social media. Known across Scotland for providing vital support to those affected by Childhood Sexual Abuse, the Moira Anderson Foundation wanted to build financial sustainability through fundraising, to reach new audiences, volunteers, supporters, and donors, and communicate its life-changing impact with greater clarity and confidence.

About the Charity

Founded in 2000 by Sandra Brown OBE, the Moira Anderson Foundation is a national Scottish charity that offers therapeutic and wellbeing support to survivors of Childhood Sexual Abuse. Based in Airdrie, North Lanarkshire, with an office in Glasgow, the charity provides trauma-informed services in a safe, caring environment, helping individuals and families rebuild their lives.  It is a ‘blue light service’ to the ‘blue light services’ in Scotland.

Approach

From April to December 2025, Jennifer Payne Marketing worked directly with Director Gillian Urquhart and Founder Sandra Brown OBE to bring focus, strategy, and structure to MAF’s marketing and communications.

Jennifer began with a full digital and brand audit, followed by in-person strategy sessions to accommodate the team’s accessibility and scheduling needs as the staff are always exceptionally busy with the delivery of frontline services. Together, they developed:

  • A social media and fundraising strategy, including a full Canva Pro (free for nonprofits!) brand kit, reusable templates, and simple analytics tools to track organic performance, providing monthly data and analytics measuring engagement, follower growth, views, reach and more - measured against independent benchmarks.

  • Staff upskilling and mentoring in social media marketing, social media management, and donor engagement - empowering the team to gain experience in their own approach to marketing confidently and sustainably.

  • Social media account management and content creation, including setting up Meta Nonprofit Manager, automated replies, Linktree on Instagram, creating and leading collaboration through a content calendar, and creating a mix of dynamic posts like carousels, video reels, static images, infographics, polls and more - all designed to increase engagement on a 100% organic (free) basis.
  • A renewed focus on fundraising and media coverage, putting in place automation to identify opportunities to maximise the impact of media coverage, including podcasts, news features, and influencer-style content, turning publicity into tangible fundraising outcomes and marketing mileage. This was critical for MAF, as it allowed the charity to raise awareness and convert public interest into donations while maintaining focus on its mission.

Results

The impact was immediate and measurable. MAF’s social media engagement increased, and the charity saw a rise in online donations. From April 2025 to January 2026, LinkedIn increased from 36 to 530 followers (+1,372%), Instagram from 245 to 327 (+33%), and Facebook from 3,859 to 4,225 (+10%).  These smashed the average follower growth benchmarks for nonprofits in 2025, which were at 0.48% on LinkedIn, 0.62% on Instagram, and 0.57% on Facebook. 

Sandra Brown OBE’s podcast, Coatbridge: The Disappearance of Moira Anderson, went on to be shortlisted for Podcast of the Year at the 46th Scottish Press Awards, and the charity was recognised in a Scottish Parliament Motion, with cross-party support and acknowledgment by the First Minister.

Feedback

“Jennifer took time to understand our charity’s needs and what our goals were on a very limited budget.  Her knowledge and skills are exceptional - without her support, we simply wouldn’t have made the strides that we have on social media. Her advice on how things work right across Scotland is top notch! Everyone at the Moira Anderson Foundation is very grateful for the support received by J&G3 Ltd., and I would recommend Jennifer Payne highly.”
-Gillian Urquhart, Director, The Moira Anderson Foundation

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