KISSES - Keep It Simple ™ for Supporter Experience Success!

A Simple ™ tool to audit supporter experience readiness


At About Loyalty we believe that how people feel drives what they do


Good experiences lead to improved loyalty and greater value, which means that charities can do more. If charities are to improve supporter loyalty, then it must be measured in a way that is robust, meaningful and comparable.

This is our starting point and over the last 18 months, we have focussed on building the research to measure loyalty and establish these science-based foundations.


We have of course had many meetings and conversations with all members of The Chase Index, presenting results and creating action plans; helping charities to understand and baseline the measures and drivers and develop action plans to improve supporter loyalty.


We have always emphasised the need for to measure loyalty and to take action. However, the actions required are often needed to be taken by teams and departments across the charity, including fundraising, communications, programmes and operations, finance, senior leadership; frontline, administrative and strategic.


Most functions have a key role to play in giving an excellent supporter experience


As a result, this makes it big, amorphous and complicated. It’s fair to say that all charities face issues that get in the way of improving the supporter experience. Because the challenges cut across so many parts of the organisation, addressing them can feel overwhelming and more often than not, it’s very difficult to know where to start and what to do.


Commercial organisations have recognised for decades that a good customer experience leads directly to better returns and that the whole organisation plays an important role. Because of this, there are well-established and proven frameworks for helping commercial organisations audit how well they’re set up to deliver a good customer experience, and which areas need working on first.


At About Loyalty, we’ve researched and reviewed these frameworks covering public sector, academic and commercial principles. By combining this research with our charity experience we’ve developed and tested a framework for helping charities to audit how well they’re set up to deliver a good supporter experience and identify which areas need working on first.


Our Simple ™ framework will help you get the right conditions in place.

The Simple ™ framework shows you how


The About Loyalty Simple ™ framework is based on our experience of charities combined with the outputs from a detailed review of a wide range of customer experience maturity frameworks. The Simple ™ framework has six dimensions:


  • Strategy

  • Insight

  • Measures

  • Processes

  • Leadership

  • Employees

Each dimension represents an essential competence that must be in place for a charity to be able to provide excellent supporter experiences. A charity reports a score against each of the six dimensions, calculated through a structured audit process that covers multiple functions and levels of seniority.

The Simple ™ Level 1 Audit


A Simple ™ Level 1 Audit involves a charity self-assessing its own performance against each of the six dimensions using three Simple ™ Level 1 questions for each dimension. This is designed to provide charities with a framework and tool for reflection and further self-investigation. Due to the nature of self-assessment, the results will not be objective and so shouldn’t be used as the basis for an action plan. However its value as a framework for reflection and discussion and to prompt further self-investigation is encouraged.

The Simple ™ Level 2 Audit


The full Simple ™ Level 2 Audit is a comprehensive and objective, facilitated audit of a charity’s performance by function and level of seniority against the six dimensions. The details from a full Level 2 Audit provide each charity with a detailed report of performance against the six dimensions of the framework and a prioritised plan for action.

For more information, please get in touch using the details below:

Richard@About-Loyalty.com 07703 483220

Roger@About-Loyalty.com 07929 208848

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