Action from insight: growing commitment with Air Ambulance Charity Kent and Surrey Sussex
Explore the steps taken at KSS to improve their supporter's commitment to the organisation - and the impact it's had on their loyalty.
Air Ambulance Charity Kent Surrey and Sussex (KSS) provide emergency support to millions of people across Kent, Surrey and Sussex.
In 2023, whilst supporters were satisfied and showing trust in KSS, their supporters’ commitment was lower, which provided a point of focus for targeted changes to their supporter experience.
Here are some of the steps they took over the following years to improve the experience for their supporters:
Putting people at the heart of their messaging: their tone of voice is now simple, accessible and warm.
Handling enquiries at any point in the supporter journey: Handy ‘quick guides’, produced by the Supporter Care team, empower more team members to meet supporters’ needs for information.
Reducing supporter waiting times: New call handling software has streamlined the communication process for supporter telephone calls.
Improved supporter communications: Content and internal processes have been improved for mass supporter retention communications, including their monthly e-newsletter and bi-annual magazine.
When KSS surveyed supporters again in 2024, their supporter commitment had increased by 2% and their overall loyalty score increased by 1.9%.
“The Chase Index is an invaluable tool in guiding our focus and investment in supporter experience at KSS. It enables us to make changes that foster lasting trust, deeper connections and long-term loyalty among our supporters."
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