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About Us

About Loyalty is a unique research-based consultancy specialising in supporting non-profits through the study and implementation of supporter insight in order to grow supporter loyalty.


We know how important loyalty is to supporters and the charities they support. Those with high loyalty are much more likely to give again. In fact, our research shows that increasing the three main drivers of loyalty by one point leads to more retained donors, more income and more supporters intending to leave a legacy.


Our directors, Roger Lawson and Richard Spencer, are passionate about the science of loyalty and turning that into practical and powerful growth. 

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Roger Lawson

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

Richard helps organisations grow customer loyalty. Because commercially it makes sense.

Many organisations understand that it's important to grow loyalty, but don't know where to start.

Richard helps charities, membership organisations and social enterprises put in place the relevant tools and approaches to grow loyalty, giving quick wins and longer term solutions.

Richard was the Director for the Commission on the Donor Experience, he has held senior positions at RSPB, Scope and The Children's Society and was a trustee for three charitable organisations. He's also a member of the UK's Chartered Institute of Fundraising Supporter Experience Project.