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 40+ charities who are building supporter loyalty, based on a continuous programme of rigorous research and benchmarking.
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 2,000+ charity professionals who trust us for supporter experience insights, advice and guidance:
Who we are
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 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.
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.
Tash is passionate about creating exceptional supporter experiences, bringing a wealth of knowledge and enthusiasm to the About Loyalty team. Her journey with About Loyalty started in 2019 as a member of The Chase Index, where she gained invaluable first-hand experience in leveraging their audience insights to enhance supporter experience and loyalty. With over 15 years of experience in the charity sector, Tash’s expertise spans multiple roles, most notably as the Customer Experience Lead at Diabetes UK. She was instrumental in cultivating a culture of customer centricity, where she empowered her colleagues to improve supporter loyalty through a combination of customer insights, curiosity, and of course her passion. Having co-chaired the Customer Experience Network and participated in the Customer Experience World Games, she loves to support and inspire others to prioritise supporter experience in their strategies and turn insight into action. A proud South Londoner, Tash enjoys life with her family and a playful dog (who occasionally makes an appearance on screen). Beyond the 9-5, you can find her tinkering on the piano, practicing yoga, or exploring new creative activities.
Natasha Evans
Supporter Experience Lead
Sally Wintle
Research, Data and Insights Manager
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.