Supporters are still engaged, in a variety of ways - but they are acting more cautiously. It made me wonder how this same behaviour might be showing up in legacy giving – and during Remember A Charity Week, there’s no better time to find out.

Charities don’t invest in supporter experience because it’s “nice”. They invest because amazing experiences for supporters are crucial to create the conditions in which loyalty can grow - and that loyalty is the engine of sustainable, predictable income. We've seen the results of excellent experiences in our research - when supporters feel respected, understood, and emotionally connected, they stay longer, give more, and advocate more strongly for the causes they care about. On the flip-side,...

I’ve spent years working with charities who care deeply about their supporters. Not in a superficial, “customer service” sort of way, but in a genuine, values‑driven, truly deeply personal sort of way. And yet, I’ve also seen how financial and operational pressures can push even the most principled organisations into decisions that make perfect sense in the moment - but quietly erode supporter trust over time. A perfect storm is coming: the new soft opt-in is a short-term opportunity with...