Removing guesswork, sharing gratitude, and getting stuck in... what to expect at Loyalty Day 2026
It's that time of year again - time for the sector to come together and shine a spotlight on the connection between excellent supporter experiences and better retention, legacy intent and long term giving. Or as we call it, Loyalty Day!
Loyalty Day is our annual, flagship event for charities and non-profits around the globe. Now in its tenth year, this free, virtual conference is bursting with practical tips, expert insights, and proven strategies for optimising your supporter experience.
It's all online, all free to access, and open to everyone - so sign up, dial in and sit back to hear from a stellar line-up of industry experts sharing their unique perspectives on supporter experience and loyalty:
Keynote: what supporters are telling us
Mark Phillips, Principal Partner, MPFA
We’re delighted to welcome Mark Phillips as our keynote speaker for Loyalty Day 2026!
Mark Phillips is Principal Partner at MPFA and has spent more than 37 years helping charities grow their fundraising. With decades of experience working with many of the UK’s best-known charities, Mark believes the best fundraising starts by understanding donors properly and putting their motivations and needs at the centre of decision-making. He’s also known for questioning some of the sector’s long-held assumptions — usually with evidence, curiosity and a sense of humour rather than dogma.
Kicking off Loyalty Day 2026 with a bang, Mark will be joining us to unpack some myths about supporter loyalty - where charities are getting it right, why so many are still getting it wrong, and what this means for the sector.
What supporters are telling us: from listening to loyalty
Supporter Experience Team, Battersea
At Battersea, supporter insight has helped our Supporter Experience Team to identify six simple needs at the heart of our supporter relationships - from understanding why their support is needed and seeing the difference they make, to feeling valued, connected and able to trust the organisation they support.
Those insights have helped us to shape a set of practical Supporter Experience Principles that influence our everyday fundraising and communications. At Loyalty Day 2026, we’ll explore what our supporters are telling us, how the small changes we’ve made in response have affected engagement and fundraising performance, and what we’re already learning about the relationship between supporter experience and long-term loyalty - because listening to supporters is only valuable if we do something differently as a result.
"Listening to supporters is only valuable if we do something differently as a result."
Doing one thing right (and all the other stuff)
Chris Keating, Deputy Director - Individual Giving, Legacies and Digital Marketing, National Deaf Children's Society
National Deaf Children's Society have taken part in The Chase Index every year since the first year. Until recently our loyalty scores kept going up and up, but for the last few years we've seen a plateau.
Find out how we used supporter insight to underpin growing loyalty and income, and how we're using our most recent results to build a renewed focus on supporter experience.
From assumptions to insight: listening our way to loyalty and income
Jodie Mitchell, Senior Audience Experience Manager (interim), Worldwide Cancer Research
Linda Borthwick, Supporter Care Manager, Worldwide Cancer Research
How well do we really understand what our supporters think and feel, and how much does it influence the decisions we make?
At Worldwide Cancer Research, we decided to put our assumptions to the test.
We asked our team what they thought supporters would say about their experience, and then we asked the supporters themselves. This showed us where our assumptions matched their reality - and where they didn't. Together with our Chase Index benchmarking results and a bank of supporter insights, it made us question the role of supporter experience and what we needed to do next.
In this session we'll share what we've learnt from listening to our supporters, how challenging our assumptions has changed our thinking, and why supporter experience is becoming so much more than one department.
You'll love Loyalty Day if...
You’re curious about the opportunities that lie in your supporter data – what do you know about the people who make your work possible, and how can these insights help you to fundraise better?
You’re building a case for investment in supporter experience at your organisation - in which case, bring your notepad, because you’ll want to write this all down!
You’re excited to join the growing movement of charity professionals who are championing the importance of supporter experience.
If this sounds like you, then we'll see you there!
