Loyalty Day 2025: the highlights
- Kay Harrison
- Nov 25
- 4 min read
Updated: Nov 26
What we learned from exploring the future of supporter experience at Loyalty Day 2025, and how you can get your hands on our latest report.
Loyalty Day is always a highlight of the calendar for the About Loyalty team, but something about this year felt special.
From Edinburgh to Bangalore, Vancouver to Barcelona, and everywhere in between, 1,500 people signed up from more than 30 countries across the globe to imagine what the future looks like for their supporter experience.
In Tash’s words: “If every single one of us just takes one action from today, imagine the collective impact that we can make on SX across the globe.”
Did you join us on the day, or are you discovering Loyalty Day for the first time? Keep reading for some top tips, takeaways, and access to the full on-demand recording to recap at your leisure.
“If every single one of us just takes one action from today, imagine the collective impact that we can make on SX across the globe.”
The future of supporter experience at Mind, Greenpeace International and SCHF
This year, the About Loyalty team and our panel of guest speakers explored the future of supporter experience:
Imagine a future where the supporter experience is prioritised across every organisation. Where supporters who feel loved, valued and appreciated are giving more, and giving for longer. Where charities and nonprofits can raise more income, deliver more impact, and make more positive change in the world.
Alongside a panel of industry experts, we were delighted to welcome best-selling author and fundraising legend, Ken Burnett, as our inspirational keynote speaker. Ken shared his uniquely insightful perspective on the changes faced by the charity sector since 2015, when an unprecedented flood of media attacks condemned inappropriate fundraising methods and sparked an opportunity for revolution.
That revolution lives today, in the growing momentum behind supporter experience, but there is much more to be done.
What we learned at Loyalty Day: takeaways and top tips
It's a challenge to condense hours of conversations and insights into just a few paragraphs, but here's a taster of what happened at Loyalty Day 2025:
"From now on, fundraising really will be all about loyalty.”
In his keynote, Ken reflected on the lessons learned from The Commission on the Donor Experience that make the case for loyalty as a new 'Holy Grail' of fundraising. Put simply, it's “bleeding obvious”: if giving is a good experience, donors will do more; if not, they’ll stop.
Tayna Sarina, Tess O’Sullivan and Timothy Talty at Sydney Children’s Hospital Foundation (SCHF)
Tanya, Tess and Timothy shared how they transformed their poor donor retention into an award-winning supporter experience program. Through personalised journeys, thank-you calls, and legacy messaging, they boosted retention from 39% to 54% and kickstarted a supporter-centered culture at SCHF.
Top tip: “ If you don’t have organisational buy-in to radically change your whole way of working, use early or case-based wins to build your case, start widening the net to other teams and gain wider support”
Katie Mitchell at Mind
Katie took us on the journey at Mind, from receiving some scary supporter survey results as part of The Chase Index to embedding supporter experience as a key organisational priority and getting the buy-in that it needed to make change happen.
Top tip: Check out Katie’s session for examples of practical actions that helped Mind shift their loyalty score, grow their supporter satisfaction and build long-term trust in the organisation.
Joe White at Greenpeace International
In 2023, Greenpeace International conducted a pilot study in eight countries across the world. The goal? To find out what was most important to their supporters, and how this varied from one audience to the next.
Joe took us through the ins and outs of coordinating a project of this scale – what it’s taught the team about commitment, satisfaction and trust in their global supporter base, and provided a common language for cross-team (and cross-country!) collaboration.
Top tip: How might you segment your audience to measure their supporter experience? Could you group them by country, by regional areas, or by their connection to your cause? This approach can help you to identify more targeted actions to grow supporter loyalty in the long run.
Watch Loyalty Day 2025 on-demand
You can catch up on Loyalty Day by tuning into the recording, here:
The whole recording is around three hours, or you can jump into a particular session:
00:00:00 Introduction
00:11:24 Keynote: The new Holy Grail for fundraisers with Ken Burnett
00:39:08 Thinking about Loyalty: an idea... a belief... a vision.
00:58:44 Making shift happen: how donor retention and loyalty became everyone’s business at Sydney Children's Hospitals Foundation
01:19:15 Poll results: The supporter experience is a priority for every team
01:21:30 Welcome matters
01:33:28 Connecting the dots: embedding supporter experience into Mind’s organisational strategy
02:00:11 What can loyalty tell us about 'lapsed' supporters?
02:12:20 The people behind our people power: understanding the drivers of supporter engagement across the global Greenpeace network
02:39:02 Reflecting on Loyalty Day: the future of supporter experience
Unlock your copy of “Supporter experience: the future of fundraising”
Featuring insights from 10 years of extensive research and case studies from the RNLI, Mind, Greenpeace International, National Deaf Children’s Society and more, this report is your comprehensive guide to understanding, measuring and improving supporter experience as a strategy to optimise retention and increase long-term income.
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