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...

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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

2 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

Are we thanking our regular givers enough?

One of the questions we ask supporters in The Chase Index feels deceptively simple. We ask people how strongly they agree with the following statement: “I feel that I am thanked appropriately.” At a headline level, the results often look reassuring. Most supporters broadly agree that yes, they are thanked. But when you look beneath the surface, particularly by their means of giving, a more nuanced and slightly uncomfortable picture starts to emerge. Across the hundreds of

Roger Lawson

May 134 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

Building welcome journeys: how Sydney Children's Hospitals Foundation made every moment count (and how you can too)

In my last post, we talked about the importance of a great welcome journey , and how satisfaction followed by commitment are the most influential drivers of loyalty in those first few months. So, with only 31% of supporters making a follow-up donation, what are those factors that really make the difference, and move people beyond that first moment of giving into a more committed relationship? While our research at About Loyalty shows that all 12 supporter experience measure

Sally Wintle

Dec 4, 20253 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

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