Loyalty Day 2025 speaker spotlight: Katie Mitchell, Mind
Katie leads on the supporter experience strategy at Mind, but not just this – she also leads on their supporter journey design and the automation of product journeys, long-term journey development and cross-sell strategy.
What brought you to supporter experience?
My early career background is in fundraising. I led teams across community, events, individual giving, legacy and in memory fundraising, which proved to me that long-term fundraising growth can only be achieved if charities can inspire supporters with relevant, personal and meaningful experiences that build commitment, satisfaction and trust.
From here, my interest in supporter experience inspired research for a Master’s in Business Administration (MBA), which showed that strategies developed in the commercial sector can be deployed by charities to improve donors’ experiences. With a specialism in services marketing and supporter experience, my research was published by the Academy of Marketing.
"Long-term fundraising growth can only be achieved if charities can inspire supporters with relevant, personal and meaningful experiences that build commitment, satisfaction and trust."
What will you be speaking about at Loyalty Day 2025?
I will share how getting some disappointing loyalty scores at Mind became an opportunity to build support for a focused strategy that would go on to improve our supporter experience.
Our supporter feedback showed that treating supporters well was critical to both Mind's ability to deliver its mission - and its financial sustainability. Mind responded to this by building supporter experience into the organisation strategy and - scariest of all – by committing to a specific target based entirely on supporter feedback.
I will share some of the challenges along the way, working out what was possible and connecting the dots to determine what would have the greatest impact for supporters and for Mind's mission.
