About Us
About Loyalty is a dedicated supporter experience agency, using science to help charities deliver better experiences for their supporters.
The clue is in the name – the way we do this is with loyalty. Because loyalty is how we measure the supporter experience.
We also host The Chase Index, our vibrant and growing member community of 60+ charities who are building supporter loyalty, based on a continuous programme of rigorous research and benchmarking.
"Working with About Loyalty has been a genuinely transformative partnership for Air Ambulance Charity Kent Surrey Sussex. Using The Chase Index as a shared foundation, we’re working side-by-side to understand where improvements can have the greatest impact. Our longstanding partnership has been instrumental in building deeper connections and long-term trust with our supporters."
Victoria Friar, Head of Supporter Services,
Air Ambulance Charity Kent Surrey Sussex (KSS)
What we do
We dream that every charity values, measures and monitors the supporter experience - and takes action to improve the experience, grow income and support, and have more impact in the world.
We support you through insight and action, helping your to measure, diagnose, act and collaborate in order to make the most of your supporter experience strategy.
Ready to discover more? Subscribe to our mailing list and join 3,000+ charity professionals who trust us for supporter experience insights, advice and guidance:
Meet the team
As a team, we’re passionate about the science of supporter experience and turning that into practical and powerful growth.
Roger Lawson
Founder & Director
Roger is the founder of About Loyalty and plays a central role in shaping how we bring insight and evidence into everything we do. With a background spanning strategy, insight and supporter development, he brings a practical understanding of the challenges organisations face and how better use of data and behavioural science can address them. Roger leads on ensuring that supporter understanding sits at the heart of client recommendations at About Loyalty, helping charities to make better decisions grounded in what genuinely drives loyalty. Roger is also passionate about creating and sharing new thinking with the sector, developing practical ‘science’ that helps organisations understand and grow supporter commitment over the long term. He has held senior fundraising positions at Feed the Children and WWF, and represented both Cascaid and GOOD Agency as Strategic Director. Outside of work, Roger is a keen tennis player. When not on court, he can often be found running and is a massive fan of Parkrun, where he also volunteers as a Run Director. He’s also always happy to discuss the parallels between being a lifelong Reading Football Club fan and building deep, enduring passion for charities.
Richard Spencer
Director
Richard 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. It was after this that he started working with charities. 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, The Children’s Society, Scope 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. He was born in Manchester, and now lives in Norfolk to be closer to the sea. He supports Manchester City and spends too much of his time taking pictures of his three pups in various positions around the house.
Kay Harrison
Community and Content Manager
With a background in events management, digital marketing and fundraising, Kay works with all of the amazing teams at some of the biggest and best not-for-profits across the world, building a community of loyalty legends who know exactly how good their supporter experience is. 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 embed the supporter experience at its heart. 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.
As the Supporter Experience Lead for About Loyalty, Tash gets to the heart of supporter experience planning: delivering sustainable change. Working in the sector since 2011, Tash is the supporter experience guru at About Loyalty, helping charities around the world to create tactical and strategic change that is rooted in supporter experience best practice. You may have seen Tash as co-chair of the Customer Experience Network, one of the hosts at Fundraising Everywhere’s Supporter Experience Conference, or at Loyalty Day 2025 – wherever she is, you can guarantee there’s a conversation happening about delighting supporters, exceeding expectations, and raising more income from stronger, more loyal relationships. A proud South Londoner, Tash enjoys life with her family and a playful dog (who occasionally makes an appearance on screen).
Natasha Evans
Supporter Experience Lead
Sally Wintle
Supporter Insight Lead
Sally joined About Loyalty in June 2025. Before that, she worked at the National Trust for many years, in both audience insight and supporter engagement roles. She’s also worked for a couple of other membership organisations, and in a small fundraising team at a local hospice. She’s been told she’s “curious” and “asks interesting questions”. She’s chosen to take this as a compliment, and follow a career where both of these are a good thing. In particular, she’s curious about why people support particular causes, the role that personal values and emotion play in that, and how big-picture trends can come together with insight to help make sense of the world and create new opportunities. She’s seen that audiences are often better at describing the benefits of support than charities are themselves, and that listening to their voices can help unlock new ideas and challenge organisational assumptions. Outside of work, Sally’s kept busy with two kids, an out-of-control (or ‘nature-friendly’) garden, a large stack of books, and an ambition to get good at lino printing. Sally grew up in a small and beautiful village on the edge of Dartmoor, and now lives in Swindon. She can’t help but feel that something went wrong with that particular part of the life plan, but still gets home and into the wild as often as possible.
Leanne Lent
Supporter Insight Executive
Leanne joined About Loyalty in July 2026. Before joining the team, she worked as a Lottery Development Officer for a local hospice, where she helped grow supporter engagement by introducing new recruitment channels, improving processes and using insight to identify opportunities for long-term growth. Prior to that, she spent several years in compliance and client-focused roles, developing a meticulous eye for detail and a love of finding practical solutions to complex problems. Leanne is naturally curious about human behaviour and what motivates people to support the causes they care about. She enjoys combining research, insight and relationship-building to help charities better understand their supporters and create experiences that strengthen long-term engagement and loyalty. Away from work, Leanne has a passion for health and wellbeing. She is a qualified yoga teacher and previously ran her own wellbeing business, helping people build healthier, more intentional lifestyles. Living on the North Yorkshire coast, she's happiest by the sea - whether that's an early morning walk, a cold-water dip or enjoying a coffee with a sea view. She also loves travelling around Europe with her partner in their motorhome, embracing slow travel and discovering hidden gems along the way.