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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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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
1 day ago3 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 254 min read
Loyalty Day 2025 speaker spotlight: Ken Burnett reflects on donor loyalty and The Commission on the Donor Experience
Our Loyalty Day keynote speaker, Ken Burnett, almost needs no introduction – but we’re going to give him one anyway. Co-Founder of the SOFII Foundation and The Commission on the Donor Experience , inspirational speaker and best-selling author of several books on donor development and communication, Ken believes fundraising done well really can enrich the lives of donors, fundraisers and everyone engaged in the issues and causes that together they transform around the world.
Kay Harrison
Nov 172 min read
Loyalty Day 2025 speaker spotlight: Joe White, Greenpeace International
Joe is a Fundraising and Supporter Experience Manager in the Loyalty and Development Team at Greenpeace International, where he collaborates with colleagues working in national and regional Greenpeace organisations (NROs) all over the world to raise money and provide experiences that surprise and delight supporters. What brought you to supporter experience? My career in fundraising has spanned more than 20 years and supporter experience has always been my biggest passion. Bef
Kay Harrison
Nov 42 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 243 min read
Legacy potential is everywhere - even where you least expect it
At About Loyalty, we have a lot of data. Over ½ million people have responded to our surveys now, and we estimate that we have 40 million...
Roger Lawson
Sep 83 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 216 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 243 min read
Loyalty Day is back for 2025!
That's right: our free online conference dedicated to all things supporter experience is set to return on Thursday 20th November, from 14:00 - 17:00 GMT, and registrations are now open.
Kay Harrison
Jul 231 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 303 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 262 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 182 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 203 min read
A postcard from Sydney: what we learned from working with Australian nonprofits for 2 weeks
Roger and Richard spent two weeks in Australia - here's what it taught them about supporter experience.
Richard Spencer
Mar 64 min read
Based in Australia? Start here to improve your supporter experience
We did some digging into what we know about Australian givers. Here’s what we found…
Roger and Richard
Jan 293 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 282 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 233 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 162 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
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