Our Research
New evidence shows that improving the supporter experience and growing supporter loyalty leads to tangible fundraising benefits for charities and nonprofits.
Featuring insights from 10 years of extensive research and case studies from the RNLI, Mind, Greenpeace International, National Deaf Children’s Society and more, this report provides senior leaders and fundraisers with a comprehensive guide to understanding, measuring and improving supporter experience as a strategy to optimise their retention and increase long-term income.
Key takeaways:
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Growing supporter loyalty can lead to 20% more income for charities over three years, as proven by the largest study of its kind.
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The feelings of commitment, satisfaction and trust are proven to be the most important drivers of supporter loyalty, which is in turn shaped by the supporter experience.
Unlock your copy of 'Supporter experience: the future of fundraising'
Fill in this form to receive an email with your copy of our new research report ‘Supporter experience: the future of fundraising' to discover how improving the supporter experience and growing supporter loyalty leads to tangible fundraising benefits for charities and nonprofits.
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By submitting this form, you are agreeing that we can use your email address to share this report and related marketing content with you. It could be new insights from our team into supporter experience, or an invitation to an upcoming event that we think you'd be interested in. And you can unsubscribe at any time.
Our research shows – once and for all - that improving the supporter experience leads to more income for your charity. 20% more, in fact.
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This is backed up by more than 10 years of working with charities and nonprofits of all shapes, sizes and sectors - from local hospices to international NGOs, animal welfare to overseas aid, and everything in between.
We’ve surveyed 500,000 supporters across the globe, and we’ve consistently seen the same results: no matter who or where you are, growing supporter loyalty improves retention and increases long-term income.
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And what drives high supporter loyalty? An excellent supporter experience.
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You can find out more in our collection of insights, recommendations and guidance below:
Unlock your copy of 'The definitive case for growing supporter loyalty'
Fill in this form to receive an email with your copy of ‘The definitive case for growing supporter loyalty' and kickstart your journey into decoding what makes your supporters tick.
By submitting this form, you are agreeing that we can use your email address to share this report and related marketing content with you. It could be new insights from our team into supporter experience, or an invitation to an upcoming event that we think you'd be interested in. And you can unsubscribe at any time.
What is ‘The definitive case for growing supporter loyalty’?
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This guide provides evidence from the largest ever research study into supporter experience, tracking loyalty and giving from nearly 50,000 supporters over a three-year period.
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The results prove that improving the supporter experience to grow loyalty increases retention, income, and legacy giving.
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By creating the Loyalty Score, a unique measure for the supporter experience, we can show the direct impact of supporter loyalty on long-term giving:
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20% more income,
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15% more donors continuing to give, and
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9% more legacy pledges.
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We’ve always known that investing in the supporter experience is vital to an organisation's long-term success, and this report gives you the evidence you need to make the case.
To download your free copy, fill in your details in the form above and keep an eye on your inbox - you should receive an email shortly.
"The insights from the research enabled us to identify and focus on the supporters where there is most to be gained. Seeing loyalty, engagement and retention rates all growing has given us the confidence to now focus on other groups.”
Nicolle Porter, Individual Giving Manager - Stewardship, Barnardo's
Got any questions, or want to know more?
We’re here to help you unlock the fundraising potential of improving your supporter experience. Because a better experience means happier supporters, more income, and more positive change in the world.
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Drop us a message, any time - we'd be happy to set up a chat and share some pointers on where to start with decoding your supporter experience: