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Insights
Do you want to understand more about what makes an excellent supporter experience? Why it's so important to encourage feelings of loyalty in your supporters, and how you can optimise your experience to make that happen?
Read on for insights, advice and guidance, hand-picked by us, to help you:
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Take practical action to improve supporter experience
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Learn from charities already measuring and taking steps to improve their supporter experience
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Empower senior leadership and team members to adopt supporter experience across your organisation
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Unpack exactly what makes an excellent experience, for charities across the globe
And much more...
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Thank yous that matter: would you read your letter to a room full of people?
I had a coffee and catch-up with a friend last month – let’s call him Karl. Karl had recently read out a thank you letter to his weekly exercise class, sent by a charity they regularly fundraised for. So far, so normal. But what caught my attention was exactly how he told this story – and how he read the letter.
Kay Harrison
Feb 193 min read
Loyalty Day 2025: the highlights
What we learned from exploring the future of supporter experience at Loyalty Day 2025 , and how you can get your hands on our latest report . Loyalty Day is always a highlight of the calendar for the About Loyalty team, but something about this year felt special. From Edinburgh to Bangalore, Vancouver to Barcelona, and everywhere in between, 1,500 people signed up from more than 30 countries across the globe to imagine what the future looks like for their supporter experience
Kay Harrison
Nov 25, 20254 min read
Loyalty Day 2025 session spotlight: Tanya Sarina, Tess O’Sullivan and Timothy Talty, Sydney Children's Hospitals Foundation
We’re delighted to welcome the team from Sydney Children's Hospitals Foundation (SCHF) to Loyalty Day 2025! Tell us a little about yourselves… (L-R): Tess O'Sullivan, Tanya Sarina and Timothy Talty, Sydney Children's Hospitals Foundation Hi, I'm Tanya. As Director of Donor Experience, I oversee the strategy and delivery across the Donor and Patient Engagement, Supporter Care and Volunteer teams, supporting meaningful, personalised supporter experiences that foster genuine co
Kay Harrison
Nov 12, 20252 min read
Building welcome journeys: what really matters for your newest supporters
First-time donors are critical to long-term fundraising success. Charities have a short window - just 60 days! - to convert them into loyal supporters. This article outlines the key elements of an effective welcome journey, and how to build one that drives retention and loyalty. You never get a second chance to make a first impression - and this is true for your charity, too. When someone makes their first gift, they are starting a new relationship with your charity. Perhaps
Sally Wintle
Oct 29, 20253 min read
Programme announced! Loyalty Day 2025: the future of supporter experience
Now in its ninth year, Loyalty Day is free, virtual conference, bursting with practical tips, expert insights, and proven strategies for optimising your supporter experience. This year's theme, the future of supporter experience , invites you to join us as we imagine a future where the supporter experience is prioritised across every organisation. Where happier supporters, who feel loved, valued and appreciated are giving more, and giving for longer. The result? More incom
Kay Harrison
Sep 24, 20253 min read
A cuppa with: Sally Wintle, Research, Data and Insights Manager
I sat down with Sally, our new Research, Data and Insights Manager, for a cup of tea and some quick-fire questions about what makes the...
Kay Harrison
Aug 21, 20256 min read
The other ‘L’ word: loyalty and lapsed supporters
Lapsed supporters aren’t really lapsed. It’s become one of those words which has been cannibalised beyond its original meaning. To lapse...
Richard Spencer
Jul 24, 20253 min read
5 key takeaways from the Supporter Experience Summit 2025
One sunny June day in London, a roomful of supporter experience professionals came together for the Supporter Experience Summit 2025....
Kay Harrison
Jun 30, 20253 min read
Excellent experiences for small charities: insights from International Nepal Fellowship
When it comes to supporter experience, being small is a super power.
Kay Harrison
Jun 26, 20252 min read
The power of sharing: lunchtime with a supporter experience twist!
More heads are better than one: sharing stewardship magic across The Chase Index When you’re part of a global community, the chances to...
Kay Harrison
Jun 18, 20252 min read
Supporter commitment: "I'm Reading 'til I die..."
I was one of the last to leave the stadium on the last Saturday of the season. 20,000 people had already departed, leaving me, a few...
Roger Lawson
May 20, 20253 min read
The power of listening: British Red Cross on navigating supporter loyalty
Whether you’re asking over the phone or on your donation forms, the power of listening really can transform your supporter experience.
Kay Harrison
Jan 28, 20252 min read
Six essential steps to improving your supporter experience
This model highlights the six key areas to focus your efforts and transform your charity into a supporter experience superstar.
Natasha (Tash) Evans
Jan 23, 20253 min read
Empowering leadership to grow loyalty – and long-term income – at Breast Cancer Now
Follow these tips to gain leadership support and build long-term supporter loyalty – just like Jenna’s team at Breast Cancer Now.
Kay Harrison
Jan 16, 20252 min read
One year on: Launching a supporter experience strategy at Dementia UK, and what I’ve learned
Pick up some top tips from Giannina Walsh, Supporter Experience Manager at Dementia UK, to help you shape your own SX strategy.
Kay Harrison
Dec 11, 20242 min read
Part of the family: the “Animals Asia approach” to working together and creating outstanding supporter experiences
Part of the family: the “Animals Asia approach” to working together and creating outstanding supporter experiences.
Kay Harrison
Dec 10, 20242 min read
Loyalty Day 2024: how good is your supporter experience?
View the recording for Loyalty Day 2024: How good is your supporter experience?
Kay Harrison
Dec 5, 20242 min read
How can we grow supporter loyalty together? Senior charity leaders discuss
Last year's Loyalty Day event focused on collaboration and growing supporter loyalty together . We wrapped up the day with a roundtable...
Kay Harrison
Jul 18, 20245 min read
Spotlight on Barnardo's: integrating supporter journeys to improve the supporter experience
We heard from Mike Dore, Senior Integration Manager at Barnardo’s, about their One Supporter Journey intiative.
Richard Spencer
May 29, 20244 min read
Because of structure, not despite: joining up the supporter experience with The Children’s Society
As part of last year’s Loyalty Day , we welcomed Joe Jenkins, Executive Director of Social Impact at The Children’s Society, to share how...
Richard Spencer
May 2, 20242 min read
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