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Leading with integrity to grow supporter loyalty with EW Group, Equity, Diversity and Inclusion (EDI) specialists

Updated: Mar 25

“We need conscious conversations on the importance of EDI, and the positive impact it has on your organisation and the communities you’re serving.” 

Leading with integrity to grow supporter loyalty was the focus of Isha Sadiq, a Senior Inclusion Consultant with the EW group, at our Loyalty Day 2023 

In her talk, she explored what this means when working towards being an inclusive organisation - and how to make this a reality. 

Here are some key takeaways and top tips – you can find the full talk on our YouTube channel: 

  • Whilst there has been raised awareness of the importance of equity, diversity and inclusion (EDI) in recent years, Isha highlighted that only 10% of charities openly recruit for vacancies on their board of trustees – meaning that the cycle of hiring within the same circles and excluding marginalised communities is set to continue without further intervention that could increase diversity on Boards.  


  • Charities often centre around a vision with positive outcomes for marginalised communities, meaning there is a highly tangible link between EDI work and the charity sector. However, there are still more opportunities within the sector to improve the accessibility of services for marginalised communities. 


  • One of the major barriers to being an inclusive organisation is an unconscious bias in the recruitment process. Consider what you’re doing to address unconscious bias - are you reviewing your recruitment process? Are you considering your salary transparency? Are there extensive requirements in the job description? Addressing these things can fundamentally affect your chances of attracting diverse talent, which will in turn be hugely beneficial for the communities you serve through the mission of your organisation. 


  • You should also consider where there may be unequal access to your organisation and the services you provide. Where is there an existing disadvantage - for example, financial or social barriers - for individuals from marginalised communities? How can you showcase your commitment to acknowledging this and doing something about it? 


Isha shared her top five traits for charities who are working towards becoming a fully inclusive organisation: 


  • Be Visible – demonstrate your personal commitment to EDI to your audience. Communities want to know how they can resonate with a cause or an organisation, so this is very valuable. 


  • Be Accountable – create action plans, strategies, tangible objectives and goals, with a commitment to review these regularly so they remain relevant.  


  • Be Authentic – it’s okay to show vulnerability! If you’re able to do so, show how you co-create work with marginalised individuals who have lived experience. 


  • Be a Role Model – ensure that your EDI work is centred across all workstreams, led by the senior leadership team. 


  • Be Transparent – be open about your current position on diversity and have a clear plan for progress with actions. Highlight the work you’re doing and share your journey!  


Ultimately, if organisations don’t make adjustments to retain diverse staff and trustees, making changes solely at a recruitment level won’t be sustainable. To make long-lasting progress towards becoming an inclusive organisation, these are the types of questions that charities should be asking: 


  • Do your policies and practices accommodate marginalised groups? 

  • Do you encourage flexible working as part of your culture? 

  • Does your senior leadership team reflect the diversity of your workforce, and the wider community that your organisation serves? 


We hope this has provided some food for thought to help you along your EDI journey. By showcasing the five traits of an inclusive organisation, and creating a safe space to ask questions like these, charities can build a reputation for behaving with integrity - an essential component of growing trust and building loyalty with your supporters.


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Join the About Loyalty Team! Could you be - or do you know - our next team member? Learn more about our job opportunities. 


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