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:

Take practical action to improve supporter experience
Learn from charities already measuring and taking steps to improve their supporter experience
Empower senior leadership and team members to adopt supporter experience across your organisation
Unpack exactly what makes an excellent experience, for charities across the globe

And much more...

Make sure you don't miss a thing: subscribe to our mailing list.

Subscribe for more

The Leprosy Mission: how we created and delivered our thanking retreat

Debra led the Thanking Retreat at The Leprosy Mission in January 2026, where the whole organisation got stuck into sharing the love with their supporters. Initial feedback already shows the impact this had on their supporters, and the potential it holds for growing long-term loyalty.

Debra Chand

5 days ago5 min read

Creating thankathons that spark long-term loyalty

Thankathons aren’t prompted by a particular donation or action: they are initiated by the charity. They could take the form of a postcard or gift in the mail; a phone call just to say, “thank you!”; a mix of the two - or something completely different. Very importantly, they’re usually a co-ordinated effort across several teams, which makes them the perfect tactic for bringing more people across your organisation into the wonderful world of supporter experience.

Kay Harrison

Jun 165 min read

Supporter experience is everyone’s business: here’s how we can raise it together

There’s a well‑known African proverb that you will no doubt have heard: ‘ It takes a village to raise a child’ . My father was from North Africa, and I grew up with stories of his life in a large family – raised by his sister, guided by his community, and kept (in) trouble by his elder brother. As a parent of two, I now also know this proverb to be true. While my partner and I are ultimately (of course) responsible for our children’s upbringing, their world is shaped by their

Natasha (Tash) Evans

Apr 14 min read

Why the new soft opt‑in scares me

I’ve spent years working with charities who care deeply about their supporters. Not in a superficial, “customer service” sort of way, but in a genuine, values‑driven, truly deeply personal sort of way. And yet, I’ve also seen how financial and operational pressures can push even the most principled organisations into decisions that make perfect sense in the moment - but quietly erode supporter trust over time. A perfect storm is coming: the new soft opt-in is a short-term opp

Richard Spencer

Mar 55 min read

A microphone stand is in focus, in front of a room filled with people sat down as if waiting for someone to speak. The title in the foreground reads "Thank yous that matter: would you read your letter to a room full of people?"

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

A map of the world with 'Hello' in different languages spread across it. The article title is 'Building welcome journeys: what really matters for your newest supporters'

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 25, 20253 min read