Air Ambulance Charity Kent Surrey and Sussex (KSS) provide emergency support to millions of people across Kent, Surrey and Sussex.
In 2023, whilst supporters were satisfied and showing trust in KSS, our supporters’ commitment was lower. This provided a point of focus for making targeted changes to our supporter experience.
Here are some examples of the steps we took to improve the experience for our supporters:
1) Putting people at the heart of our messaging: our tone of voice is now simple, accessible and warm.
2) Handling enquiries at any point in the supporter journey: Handy ‘quick guides’, produced by the Supporter Care team, empower more team members to meet supporters’ needs for information.
3) Reducing supporter waiting times: New call handling software has streamlined the communication process for supporter telephone calls.
4) Improved supporter communications: Content and internal processes have been improved for mass supporter retention communications, including our monthly e-newsletter and bi-annual magazine.
The results
When we surveyed supporters again in 2024, our supporter commitment had increased by 2% and their overall loyalty score increased by 1.9%.
The Chase Index is an invaluable tool in guiding our focus and investment in supporter experience at KSS. It enables us to make changes that foster lasting trust, deeper connections and long-term loyalty among our supporters. And we are now seeing those deeper connections reflected in their growing loyalty and lifetime value.
What was the impact?
Using About Loyalty's research as a guide, we can estimate this growth in supporter loyalty will lead to an increase of £528,000 in income over three years, and an additional £135,000 pledge from gifts in wills.
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