In their words: excellent experiences with Leanne and Amanda
The team at About Loyalty is growing again - this time, we're delighted to welcome two new faces, Leanne and Amanda, who will be helping charities get to the bottom of exactly what an excellent supporter experience looks like for them - and how they can make practical improvements to raise more income.
I sat down with them both to talk all things supporter experience - the details that matter most, what their own experiences have taught them, and where in the world makes them feel happiest...
So Leanne, you’re a few months into your role as Supporter Insight Executive – welcome to the team! How is it going so far?
Leanne:
It’s gone incredibly quickly! I feel like I’ve learned a huge amount in three months, not just about research and surveys, but about the charity sector and the reasons people choose to support the causes they do.
One of the things I’m enjoying most is getting to see the human story behind the data. I’ve always been fascinated by human behaviour and what motivates people, so I love that a set of survey results can help explain why someone feels the way they do about a charity and what might strengthen (or weaken) that relationship.
"I’ve always been fascinated by human behaviour and what motivates people"
And welcome, Amanda! As our new Supporter Experience Partner, you’re going to be working closely with charities across The Chase Index. What are you looking forward to the most?
Amanda:
Oh, it's definitely the opportunity to work with lots of different charities. I'm looking forward to understanding their challenges and help them turn insight into meaningful improvements for their supporters. Every organisation is different, but there are so many shared challenges and opportunities - one of the things I’ve always loved about supporter experience is that there’s always something new to learn!
I’m particularly excited about helping charities to get beyond their numbers and really understand what their supporters are telling them, what drives their loyalty and where they can make the biggest difference. And I love bringing people together, sharing ideas and learning from each other. If I can help charities make even small changes that leave their supporters feeling more valued, connected and inspired, that will be incredibly rewarding.
So... what does a truly excellent supporter experience feel like to you?
Leanne:
For me, a truly excellent supporter experience feels personal, easy and genuine. It’s feeling like the organisation actually knows who you are and values the part you’re playing, rather than feeling like one of thousands of people on a mailing list.
I think the best experiences are probably the ones where you don’t notice the “process” behind them at all, you just come away feeling good about the relationship you have with that organisation.
Amanda:
Exactly! I'd say the same. It’s about feeling like a person, not a number on a database. At its best, a great supporter experience builds trust, strengthens relationships and makes you feel really proud to be part of something. And it's the little things that often make the biggest difference – being recognised, feeling listened to, receiving something that’s relevant to you or simply being thanked in a way that feels genuine.
"It's the little things that often make the biggest difference – being recognised, feeling listened to, receiving something that’s relevant to you or simply being thanked in a way that feels genuine."
I’ve always loved the Maya Angelou quote about people remembering how you made them feel, because I think that sums up supporter experience perfectly. It’s not just about what an organisation says or does, but the feeling it leaves you with.
And what does that look like in the real world? Do you have an example of an excellent experience?
Leanne:
Is there anything better than being a few days into a holiday, walking in for breakfast and finding your regular table waiting for you - then having the person who’s been looking after you bring over your coffee exactly how you like it without you even needing to order?
This is exactly what happened to my partner and I recently at the Iberostar in Costa Adeje - and we'll definitely be going back!
It's such a small thing, but it makes you feel seen and understood. Our hosts noticed something, remembered it and then used that knowledge to make our experience that little bit better.
Obviously, a hotel and a charity are very different, but I think there’s something in that example which translates really well to supporter experience. We collect so much information about people and their preferences, but the real value comes from actually using what they’ve told us. It doesn’t necessarily have to be a grand personalised gesture. Sometimes it’s simply remembering how somebody likes to hear from you, recognising their history with you or showing them that you’ve listened. Those little moments can make a relationship with a supporter feel much more human.
Amanda:
One thing I’ve seen throughout my career is how powerful it can be when an organisation takes the time to understand what matters to someone and uses that understanding to create a more personal experience. Those are the moments that turn a transaction into a relationship, and they’re the ones that stay with people.
One example that always makes me smile is my subscription to Happiful magazine. I mean, the clue is in the name really – it’s all about happiness and wellbeing! Every so often they’ll send a little surprise as a thank you for staying loyal. Nothing extravagant, just thoughtful little gestures, like plantable seed cards.
They’re not trying to sell me anything or asking me to do more. They’re simply recognising and appreciating my loyalty in a way that feels completely authentic to their brand. And that's what I love about it.
It’s such a small thing, but it genuinely brings a smile to my face and makes me feel valued. And I think that’s the magic of a great supporter experience – it’s not about how much you spend, it’s about how you make someone feel. Like Leanne's coffee at the hotel. Those unexpected little moments of delight can make all the difference.
Exactly. But on the flip side, what happens when experiences go wrong...?
Amanda:
I think we’ve all experienced that feeling of being really valued when an organisation wants something from us, but rather forgotten about afterwards! I've received membership asks when I'm already a member, sales pitches when I've just purchased the product, event invitations when I've already signed up - or even worse, I've seen brand-new customers offered a better deal when I’ve been loyal for years. That really irritates me!
But to be honest, it’s rarely one big thing that damages a relationship. It's mainly those little moments of friction or feeling unrecognised that gradually chip away at my trust. And I think there’s a really important lesson for charities here. We spend so much time thinking about how to attract supporters, but the experience we give them once they’ve chosen to support us is just as important.
Leanne:
One of my biggest frustrations is repeated phone calls after I’ve specifically asked not to be contacted that way. I completely understand that organisations make marketing calls, that’s not really the issue for me. It’s when I’ve politely asked for my preference to be updated and then continue to receive calls that it becomes frustrating.
I’ve even had occasions where I’ve explained my preferences and the person has simply hung up, only for another call to come through at a later date. At that point, it’s not the phone call itself that’s damaged the experience, it’s the feeling that what I’ve said hasn’t been listened to or acted upon in the slightest.
"It’s not the phone call itself that’s damaged the experience, it’s the feeling that what I’ve said hasn’t been listened to or acted upon"
I think there’s a really simple lesson in that for any organisation building relationships with people... asking for someone’s preferences is only meaningful if you actually respect them! The positive experience of feeling known and understood can very quickly become the opposite if somebody feels ignored.
And one last question... where do you feel happiest?
Leanne:
Definitely by the sea. I’m lucky enough to live on the North Yorkshire coast, and there’s something about being near the water that instantly makes me feel better, whether that’s going for a walk, a cold-water dip or just sitting with a coffee and looking out at the sea.
I also love travelling around Europe with my partner in our motorhome. We really enjoy the slower way of travelling, finding places we might otherwise never have visited and discovering little hidden gems along the way. Give me sunshine, the sea, somewhere new to explore and a good coffee and I’m very happy!
Amanda:
My happy place is definitely being away somewhere with my family, also by the sea if possible! I love travelling, exploring new places and making memories together. Like a moomin, I am a cold climate creature - always looking for the perfect balance of sunshine and colder temperatures.
But it’s often the simple things too – spending time with the people I love, having a good laugh and enjoying those little moments that make life special. That's what brings me joy.
Got a supporter experience question, or curious to know more? Our friendly team are always happy to chat:
Amanda Long, Supporter Experience Partner
Leanne Lent, Supporter Insight Executive
