When the Michael J. Fox Foundation for Parkinson’s Research (MJFF) set out to mobilize a passionate, global network of supporters, they didn’t just ask people to donate—they invited them to belong. Their strategy hinges on authentic engagement: listening, sharing stories, building trust, and creating spaces where supporters feel seen and valued. At GoodUnited, we believe there’s much nonprofits and mission-driven organizations can learn from MJFF’s approach to community building. Here are key lessons and practical takeaways for any organization looking to deepen engagement, strengthen relationships, and grow sustainable support.
1. Listen first. Build later.
One hallmark of MJFF’s engagement strategy is that they don’t start with a “give now” ask. They begin by listening: to patients, caregivers, scientists, advocates and donors alike. They ask:
- What are your experiences with Parkinson’s disease?
- What motivates you to act?
- What barriers do you encounter when you try to engage?
By gathering this input, MJFF shapes programming, messaging and community opportunities that truly resonate.
Takeaway for you: Schedule regular “listening sessions” (online + offline), post open-ended questions on social media, and reflect what you hear back in your content and outreach.
2. Share stories that go beyond the ask
Stories are powerful when they reflect real people, challenges, hopes and triumphs. MJFF uses the voice of the Parkinson’s community—patients, families, researchers—to create authenticity. These stories aren’t just about the disease; they’re about human connection, resilience and possibility.
By doing so, the Foundation invites supporters into the narrative rather than beside it.
Takeaway for you: Let your stories breathe. Feature supporters, volunteers and mission-adopters. Use photo-diaries, short videos, testimonials. And remember: your community is your story.
3. Empower your supporters to be part of the mission
MJFF doesn’t just communicate to their audience—they equip them to communicate with the audience. Through dedicated hashtags, advocate tool-kits, peer-to-peer fundraising options and social-sharing prompts, supporters become ambassadors.
Takeaway for you: Create plug-and-play shareables, branded frames, customizable messages. Make it easy for supporters to take your mission into their own networks.
4. Foster connection between supporters
Community is more than donor-to-organization—it’s donor-to-donor, volunteer-to-volunteer. MJFF facilitates this through online forums, meet-ups, webinars and events where supporters meet each other, learn together and exchange hope, ideas and encouragement.
Takeaway for you: Build spaces (Facebook groups, Slack channels, dedicated microsites) where your people can connect, ask questions, share wins and collaborate. The stronger your peer-community, the stronger your mission’s ripple effect.
5. Use data to personalize—not just optimize
MJFF monitors metrics (open-rates, social-engagement, event attendance) but it also uses insights to serve better content, relevant asks, and tailored outreach. They recognise that a researcher-subscriber is not the same as a patient’s spouse, and they treat them differently.
Takeaway for you: Segment your audiences (supporters, clients, volunteers, prospects). Use what you know to send messages that feel personal and meaningful—not generic.
6. Be transparent and celebrate progress
Supporters want to see what their involvement creates. MJFF regularly shares research updates, milestones, scientific breakthroughs and community wins. They are open about challenges and honest about progress. This builds trust.
Takeaway for you: Share the “how” and “why” alongside the “what.” Celebrate big wins and small ones. Send quarterly reports, blog-posts, infographics—keep the community informed and invested.
7. Long-term thinking > short-term campaigns
MJFF operates with a mindset of decades-long impact rather than single-campaign bursts. Their community isn’t built just for the next ask—it’s built for the next generations.
Takeaway for you: Design your engagement strategy with sustainability in mind. Build a community architecture (welcome series, engagement pathways, peer-to-peer programs) that nurtures over time.
Why this matters
Authentic community engagement isn’t just “nice to have”—it’s a competitive advantage in the nonprofit / mission space. Here’s why:
- Retention improves. Engaged supporters stay longer.
- Advocacy happens organically when people feel connected.
- Diversified revenue grows from peer-to-peer, recurring giving, brand ambassadors.
- Resilience increases: when a community trusts your mission, you’re better able to pivot, weather challenges and sustain growth.
- Stronger stories and reach emerge when the community amplifies your voice.
How you can start today
- Audit your welcome flow – Does every new supporter feel acknowledged, invited and oriented to join the community?
- Map your community journey – From awareness → engagement → advocacy. Where do supporters drop off? What points spark movement?
- Host a “community check-in” – Virtual or in-person, invite folks to share what they want, how they connect, and what they’d like to see.
- Create “share with a friend” moments – Make it easy and fun for existing supporters to bring someone new.
- Report back and say thanks – After an event or campaign, send a recap that highlights community involvement and next steps.
Are you ready to build deeper community engagement?
If you’re looking for a partner to help you craft meaningful, data-driven, community-centric engagement strategies, the GoodUnited team is here for you. We’ve seen how scaffolding the right tools (donation pages, peer-to-peer platforms, messaging flows) can empower mission-driven organisations to build not just donors—but champions.
Let’s talk about your goals. Let’s listen to your people. Let’s build something that lasts.
Contact us today to request a demo at (855) 646-5463 or request a demo.
About GoodUnited
GoodUnited is a comprehensive fundraising and engagement platform helping nonprofits and mission-driven organisations acquire supporters, build relationships and grow revenue. With solutions spanning messaging templates, automated flows, peer-to-peer tools and insights & analytics, GoodUnited enables you to engage in more meaningful ways.
