Fundraising Convention 2026

Less talk, more satisfaction: setting data-driven targets for supporter experience success at Friends of the Earth

Thursday 4th June - 1:45 PM – 2:30 PM BST

As the world of fundraising continues to shift, with more opportunities than ever for collecting audience data, a strong framework for leveraging this data is the key to fundraising success. This is exactly the approach taken at Friends of the Earth, where insights from thousands of supporters have formed the foundation for measurable, quantitative targets and actions to improve their supporter experience and grow their support.

In this session, Cassandra Dutta, Supporter Experience Manager at Friends of the Earth, will lift the lid on the steps they are taking to build an audience of happier, more satisfied and more loyal supporters. It’s the story of a slow burn – how change doesn’t happen overnight, and how each of these steps can lead to more secure long-term fundraising and more positive impact.

Cassandra will be joined by Tash from About Loyalty, the supporter experience agency supporting charities to understand, measure and improve their supporter experience. The session will close with some top tips and practical advice to help you create your own supporter experience plans.

From gathering insights and focussing on priorities, to personalising campaigns and responding to supporters’ needs, join us to hear how Friends of the Earth is taking steps to grow supporter satisfaction, optimise their fundraising and deliver more impact.

Loyalty and legacies: The impact of an excellent supporter experience on long-term giving

Friday 5th June - 1:00 PM – 1:45 PM BST

This session shares how Air Ambulance Charity Kent Surrey Sussex (KSS) is strengthening long term supporter loyalty to nurture future legacy giving through everyday mass communications.

With around half of KSS’s legacy gifts coming from existing supporters, the charity has focused on improving the supporter experience across key retention channels, including newsletters, magazines, and thank you activity. Rather than asking more, the approach centres on adding value to every interaction to build trust, commitment, and emotional connection over time.

Joined by Kay from About Loyalty, the session combines practical examples with insight from repeated measurements as part of The Chase Index to show how experience led improvements influence legacy consideration. Attendees will hear how small, deliberate changes—supported by data—have increased engagement and signalled growing readiness for gifts in Wills.

The session offers evidence based learning for charities seeking to invest in supporter experience as a foundation for long term loyalty and increased intention to leave a legacy gift. 

It will be valuable for anyone involved in legacy fundraising or supporter care, as well as fundraisers, insight specialists, and regional teams looking to strengthen relationships and embed legacy thinking across their organisation.

Explore the full programme and book your tickets here.