Thankathons aren’t prompted by a particular donation or action: they are initiated by the charity. They could take the form of a postcard or gift in the mail; a phone call just to say, “thank you!”; a mix of the two - or something completely different. Very importantly, they’re usually a co-ordinated effort across several teams, which makes them the perfect tactic for bringing more people across your organisation into the wonderful world of supporter experience.

I had a coffee and catch-up with a friend last month – let’s call him Karl. Karl had recently read out a thank you letter to his weekly exercise class, sent by a charity they regularly fundraised for. So far, so normal. But what caught my attention was exactly how he told this story – and how he read the letter.

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...