Thu 19 Nov
|Zoom
Loyalty Day 2026: what supporters are telling us
Register for the tenth annual Loyalty Day conference, bringing together expert speakers to help you measure, understand and improve your supporter experience - and raise more long-term income.
Time & Location
19 Nov 2026, 14:00 – 17:00 GMT
Zoom
About the event
EVENT DETAILS
Great supporter experiences lead to more long-term income, with loyal supporters who love what you do and why you do it. But to get that magic formula just right, there’s a crucial step for charities of all sizes: asking for, listening to and acting on insight from their supporters.
Join the About Loyalty team and a stellar line-up of guest speakers for Loyalty Day 2026: what supporters are telling us and unlock the tools, techniques and opportunities you need to build great experiences, led by supporter insight, and raise more income.
What is Loyalty Day?
Loyalty Day is the annual, flagship event hosted by About Loyalty, focussing on excellent supporter experiences and their impact on loyalty and long-term income.
Now in its tenth year, this free, virtual conference is bursting with practical tips, expert insights, and proven strategies for optimising your supporter experience.
The end result: happier supporters, more income, and more impact – for more charities around the world.
You'll love Loyalty Day if...
You’re curious about the opportunities that lie in your supporter data – what do you know about the people who make your work possible, and how can these insights help you to fundraise better?
You’re building a case for investment in supporter experience at your organisation - in which case, bring your notepad, because you’ll want to write this all down!
You’re excited to join the growing movement of charity professionals who are championing the importance of supporter experience.
What you’ll gain at Loyalty Day 2026...
Insights from the experts. Pioneering research into the connection between supporter experience and sustainable fundraising, underpinned by millions of data points from 600,000+ supporters.
Proof this works. Inspiring success stories from charity experts who are already placing supporter-led insight at the heart of their supporter experience strategy.
Your next steps. Practical takeaways to help embed supporter experience best practice into your organisation and grow long-term income.
PROGRAMME
Keynote speaker: Mark Phillips
We’re delighted to welcome Mark Phillips as our keynote speaker for Loyalty Day 2026!
Mark Phillips is Principal Partner at MPFA and has spent more than 37 years helping charities grow their fundraising. With decades of experience working with many of the UK’s best-known charities, Mark believes the best fundraising starts by understanding donors properly and putting their motivations and needs at the centre of decision-making. He’s also known for questioning some of the sector’s long-held assumptions — usually with evidence, curiosity and a sense of humour rather than dogma.
Kicking off Loyalty Day 2026 with a bang, Mark will be joining us to unpack some myths about supporter loyalty - where charities are getting it right, why so many are still getting it wrong, and what this means for the sector.
About Mark:
Mark founded his first fundraising agency nearly three decades ago and has worked with many of the UK’s best-known charities, as well as organisations internationally, bringing together expertise in research, marketing, strategy and creative development.
At MPFA, Mark works closely with clients on fundraising strategy, donor insight, product development and creative thinking. He’s especially known for his work with mid-value and high-value donors, where he’s spent years challenging the sector to think bigger about what supporters are genuinely willing and able to give. His original Bluefrog research into mid-value donors is still widely regarded as essential reading in the field.
A regular speaker on the international conference circuit, Mark has presented at the Australasian Fundraising Forum, International Fundraising Congress, the CIOF Fundraising Convention , Congreso Fundraising, AFP Conferences on Fundraising, AFP Toronto Congress and many others.
He also writes regularly on fundraising, strategy and donor behaviour on his Substack, Fundraising Insight.
What supporters are telling us: from listening to loyalty
Supporter Experience Team, Battersea
At Battersea, supporter insight has helped our Supporter Experience Team to identify six simple needs at the heart of our supporter relationships - from understanding why their support is needed and seeing the difference they make, to feeling valued, connected and able to trust the organisation they support.
Those insights have helped us to shape a set of practical Supporter Experience Principles that influence our everyday fundraising and communications. At Loyalty Day 2026, we’ll explore what our supporters are telling us, how the small changes we’ve made in response have affected engagement and fundraising performance, and what we’re already learning about the relationship between supporter experience and long-term loyalty - because listening to supporters is only valuable if we do something differently as a result.
About Battersea
Battersea’s Supporter Experience team bring together a wealth of experience from across the charity sector, including roles at Battersea, Air Ambulance charities and the Royal British Legion.
Between them, they’ve worked across the supporter journey, from telemarketing and individual giving to retention, engagement and supporter experience. This breadth of experience gives them a shared passion for understanding what makes supporters tick – and, importantly, turning what supporters tell us into practical changes that strengthen relationships and build long-term loyalty.
At Battersea, the team works across fundraising to champion the supporter voice, using insight and feedback to help create experiences that make supporters feel valued, connected and confident that their support makes a difference.
Doing one thing right (and all the other stuff)
Chris Keating, Deputy Director - Individual Giving, Legacies and Digital Marketing, National Deaf Children's Society
National Deaf Children's Society have taken part in The Chase Index every year since the first year. Until recently our loyalty scores kept going up and up, but for the last few years we've seen a plateau.
Find out how we used supporter insight to underpin growing loyalty and income, and how we're using our most recent results to build a renewed focus on supporter experience.
About Chris
A fundraiser for over 20 years, Chris leads the team at National Deaf Children's Society working across individual giving, legacies, digital marketing and fundraising innovation. His commitment to supporter experience is only matched by his love of cat gifs.
From assumptions to insight: listening our way to loyalty and income
Jodie Mitchell, Senior Audience Experience Manager (interim), Worldwide Cancer Research
Linda Borthwick, Supporter Care Manager, Worldwide Cancer Research
How well do we really understand what our supporters think and feel, and how much does it influence the decisions we make?
At Worldwide Cancer Research, we decided to put our assumptions to the test. We asked our team what they thought supporters would say about their experience, and then asked the supporters themselves. This showed us where our assumptions matched reality, and where they didn't. Together with benchmarking results and supporter insights, it made us question the role of supporter experience and what we need to do next.
In this session we'll share what we've learnt from listening to supporters, how challenging our assumptions has changed our thinking, and why supporter experience is becoming much more than one department.
About Jodie
Senior Audience Experience Manager (interim) at Worldwide Cancer Research, Jodie Mitchell, leads a team of Marketing and Supporter Experience to deliver an excellent Audience Experience. Over the last four years, she has specialised in building supporter journeys for all fundraising audiences.
About Linda
Through founding and chairing the Supporter Experience Forum in Scotland, Linda Borthwick is frequently sought after for her thoughts and experience in Supporter Care. A member of the THINK forum and previous CIOF panelist, Linda is a go-to peer for thought leadership in this area.
Praise for Loyalty Day:
“In a world of online content, this has been the best session I’ve attended in ages. Rich and generous in what you all shared - and so firmly based on data & real life. Thank you All!”
“Thank you to everyone in this chat and to all the presenters for today. I’m a new chair and have found a group of people focused on what I am thinking about. First time, virgin fundraising webinar person, so PRAISED HANDS”
“Thank you so much for this! Wonderful presentations and insights. I clear my calendar and look forward to this every year.”
“Absolutely fabulous! Loved it last year. Loved it more this year 😊“
Get a taste of what to expect: discover the highlights from Loyalty Day 2025.
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