Measure and grow supporter loyalty with The Chase Index

Updated: Jul 20

Growing loyalty - the passion a supporter feels for you and your cause, should be at the heart of every supporter retention and development programme.


We know that growing loyalty is key to growing long term support. Our latest research proves that improving supporter loyalty through adapting and improving supporters' experiences with a charity, will increase donor retention, increase legacy pledges and increase total income.

In fact, just a one point increase in supporter loyalty can lead to a 20% increase in income over three years..*


We know it’s important to measure lapsing or retention rates, but by the time someone lapses it’s too late. We need to measure loyalty so that we can take action to reduce lapsing before it happens. It’s way more expensive to recruit a new supporter than to keep an existing one.


The Chase Index allows you to measure your supporters’ loyalty. You can measure their commitment to your cause, their satisfaction with your communications and their trust in you to deliver against your promises. And much more. And you can see how this will impact on their future support.


Once you measure loyalty, you can grow it.


*Source: About Loyalty research from 2018 to 2021, based on the actual giving behaviour of 48,923 charity donors


Benefits of joining The Chase Index

As a member of The Chase Index:

  • You will be able to measure your supporters’ loyalty.

  • You will understand why your supporters give to you and what makes them uniquely loyal to you.

  • You’ll be able to compare your loyalty scores to those of the other 30 charities in The Chase Index, you will understand where your strengths are and, crucially, where your communications are not growing supporter loyalty.

  • This is will help you develop practical supporter experience (or supporter journey) strategies.

  • You will have a benchmark for supporter loyalty, and measure the effectiveness of your communications in growing it.


You will also be a part of a fast growing community of supporter experience, fundraising and insight professionals from over 30 charities, meeting monthly and all working together to grow supporter loyalty for the good of their charities and the sector.


Find out more

If you’d like to hear more, have a free demo, ask about case studies or read the research this is based on, please get in touch or join us:

Richard@About-Loyalty.com 07703 483220

Roger@About-Loyalty.com 07929 208848