Download the report: "Supporter experience: the future of fundraising"
Grow your income with 'Supporter experience: the future of fundraising'
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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.
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Giving is emotional.
Supporters give to your cause because of a deeply personal, individual connection they have with you. It matters how they feel about you, because supporters who feel loyal to your cause will support you more - and support you for longer.
This is based on robust evidence.
Over ten years, we at About Loyalty have conducted extensive research into loyalty and the supporter experience. This research has proven that commitment, satisfaction and trust are the most important drivers of supporter loyalty, which is in turn shaped by the supporter experience.
If you measure something, you change it.
Commitment, satisfaction and trust are the most important indicators of how supporters feel about you by a significant margin. Organisations should prioritise and track their commitment, satisfaction and trust to make the greatest impact on their supporter experience.
New research, more results, same drivers.
From global supporter surveys to national institutions, this report contains never-before seen research and case studies to demonstrate that, however much our society and the sector changes, the things that drive giving by donors don’t.
Every team should be talking about this.
The supporter experience belongs at the heart of the organisation – inside and out. Measuring, tracking and reporting on supporter loyalty as an emotional KPI is just as important as tracking transactional KPIs (like repeat giving).
Supporter experience is not just a “nice to have” - it’s essential.
Charities and nonprofits cannot afford to miss out on the benefits for their fundraising - and for their audience - which can be unlocked by investing in the supporter experience.
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.
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: