Excellent experiences for small charities: insights from International Nepal Fellowship

Did you know? Small charities (with an annual income of less than £1 million) make up a whopping 97% of the UK’s charity sector[1]. So, to mark Small Charity Week 2025, we’re sharing some loyalty-boosting tips, tailored just for you.

Pull up a seat, make a brew, and hear from Olly Du Croz, Marketing and Communications Manager at International Nepal Fellowship UK (INF), about how their small but mighty team coordinate their efforts to have maximum impact on the supporter experience:

And check out four of Olly’s top tips for small charities looking to improve their supporter experience, right here:

1)    Wherever and however you can, listen to your supporters. This could include focus groups, or phone calls - it could mean adding a free-text box on your donation form, or sharing a feedback survey. It’s well worth finding ways to conduct qualitative and quantitative research, even if the scale is slightly smaller than for some of the larger organisations.

2)    When you measure something, you can find out where to focus. It’s vital for small charities to make the most efficient use of their precious resources. By measuring their supporter experience, INF uncovered real evidence of the high levels of trust in their supporters – and they also discovered that improving supporter satisfaction was an area they needed to focus on. These insights have helped them to prioritise their action planning, and to focus on changing the things that will make a difference.

3)    Be kind to yourself - you can't do everything. There's always more to do, and always more that can be done! As Olly says: “Take things one step at a time. We [can] still take steps to learn more about supporters, put plans into action and move forward in that way.”

4)    Being small is your superpower! You can be agile, take action quickly, and try new things at a lower risk. And your supporter experience can benefit hugely from this.

“Supporter loyalty is important for all charities, but it is even more essential for smaller charities. We strive to ensure supporter relationships are nurtured so that people feel cherished and valued, developing deeper and longer-lasting links with INF and the work our partners do in Nepal." - Olly Du Croz of International Nepal Fellowship UK

[1] – “97% of charities in the UK are small charities, sharing less than 20% of the money that goes to the charity sector”. - https://www.charitysetup.org.uk/about/

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