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About Us

About Loyalty is a specialist research-based consultancy for the non-profit sector – helping charities to measure, understand and grow their supporter loyalty and income.

The Chase Index is our vibrant and growing member community of 40+ charities who are building supporter loyalty, based on a continuous programme of rigorous research and benchmarking. Our new Chase Lite service is designed exclusively for smaller charities to measure supporter loyalty. ​

Meet the Team

As a team, we’re passionate about the science of supporter loyalty and turning that into practical and powerful growth.

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Roger Lawson

Founder & Director

​Roger Lawson helps charities create and implement supporter experience strategies that excite and inspire donors to give… and keep giving! Roger’s approach is based on his passion for understanding the personal motivations why donors give to the charities they do. He’s as happy as a pig in muck when he’s speaking to donors to understand and measure the emotional connection they have with the charities they support; building segmentation models to help charities understand their different audience needs; developing propositions that inspire giving and legacies; or designing supporter experiences that grow long-term loyalty and value. Roger has held senior fundraising positions at Feed the Children and WWF, been strategy director of Cascaid and GOOD Agency (two of the UK's most innovative and successful fundraising agencies) and now enjoys working directly with charities and universities. He’s on the steering groups for the Chartered Institute of Fundraising's Supporter Experience and Insight in Fundraising groups, is a board member for the annual Fundraising Convention and is a judge of the Donor Experience Award at the National Fundraising Awards.

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Richard Spencer


​Richard Spencer started out his working life in the commercial sector, as a consultant focused on delivering growth for companies from a range of sectors including financial services, healthcare and technology. He moved on to work as a private motorcycle instructor and music teacher (not simultaneously). It was after this that he started working with charities (in the late 20th century). He combined his person-centred approach from teaching with his experience of building strategies for growth as a consultant and brought these to a range of charities, helping them achieve growth by putting the supporter experience at the heart of strategies and plans. ​ Before About Loyalty, and amongst others, he worked with Goalball UK, Plantlife International, RSPB, Greenpeace, Birdlife International, The Children’s Society, Scope, Raleigh International, The British Horse Society, The South West Wildlife Trusts and was the Director for the Commission on the Donor Experience. Richard is passionate about helping charities put supporters at the heart of their plans, strategies and approaches. Loyalty is key to achieving this. He was born in Manchester, recently moved to Norfolk, supports Manchester City and spends too much of his time taking pictures of his three pups in various positions around the house.

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Kay Harrison

Loyalty Action Planner

​​With a background in events management, digital marketing and fundraising, Kay Harrison brings a flair for problem solving and project management to the About Loyalty team. A self-confessed data nerd, she’s never happier than when she’s uncovering new insights to guide About Loyalty’s clients on their path through the changing landscape of supporter retention. In short, she works with all of the amazing teams at some of the biggest and best not-for-profits across the world, keeping their supporters feeling loved, inspired and excited about how they are making a difference in the world - and who wouldn’t want that? For the past 12 years, Kay has worked with organisations ranging from international charities to emerging start-ups, exploring the lifecycle of a business at every stage. From social media strategy and audience segmentation to competitive industry analysis and detailed data insight, she understands the breadth of choices, challenges and conversations that need to take place across an organisation in order to get the very best out of their loyalty action plan. An adopted citizen of Yorkshire (but still getting used to drinking tea), Kay makes the annual pilgrimage to the Edinburgh Fringe Festival each August to sample as much culture in one week as humanly possible.

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Anton Krause

Data and Analysis Manager

Anton Krause has been working in data for his entire career, beginning with the production of microfiche from computer data and moving on to database management and retrieval. He then moved into the education sector, lecturing at Lewisham College and City University at all levels from introductory IT skills to MSc modules in databases and programming. It was then that he discovered that these educational and communication skills, coupled with data expertise, were in high demand in the charity sector! Since the mid 2000s, he's worked in a variety of data management and analytics roles, most recently at Independent Age and Kew Gardens. Every data set has stories buried in it, and Anton gets very excited about getting his hands dirty - digging those stories out, polishing them up and presenting them to an audience. Anton was born and still lives in south London and enjoys travel, cricket, cooking, theatre and classic cinema.

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