Supporter Experience Research - Insights and Actions for Fundraisers: On Demand

Relationship BuildingSupporter Stewardship
31 December 2025
12:00AM to 11:59PM

Individual Prices

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Package Type Available To Price
Organisational Members All Days Organisational Members £0

This research proves that improving the supporter experience leads to long-term fundraising success. By understanding how their supporters feel, and taking steps to improve the experience, charities can harness these insights to grow supporter loyalty and raise more income.

Standard Content

In the largest study of its kind, About Loyalty’s research – as outlined in their report, The definitive guide to growing supporter loyalty – has proven that improving the supporter experience leads to long-term fundraising success. 

Through evidence-based insight from more than 500,000 supporters, and real-world examples of growing loyalty in action, this course will explore the science behind the research and the ways in which supporter experience can increase your long-term income, with practical tips and tricks for fundraisers to take away. 

By understanding how supporters are feeling about their cause, and taking steps to improve their experience, charities can harness the insights from this research to drive long-term fundraising growth across the organisation. 

This on-demand course is part of our Knowledge Hub, exclusive for our Organisational Members. 

Who is this course aimed at?

This course is for all fundraisers at any level and within any department.

Learning objectives

Course content

The course consists of 6 modules with an expert-led video per module. You will also be provided with a copy of the research conducted, and a refelective worksheet you can use to support your learning. 

Module 1 - Introduction: The experience matters

After completing this module, learners will be able to… 

  • Explain what the supporter experience is.  
  • Identify how to measure the supporter experience using loyalty as a measure.
  • Explain, through examples, ways of improving the supporter experience in action. 
Module 2 - Measuring the supporter experience

After completing this module, learners will be able to… 

  • Navigate key findings in the report, The defining case for supporter loyalty. 
  • Explore the three key drivers behind emotional loyalty: commitment, satisfaction and trust. 
  • Articulate the connection between effective supporter experience and increased lifetime value for a charity. 
Module 3 - A shared purpose: growing supporter commitment

After completing this module, learners will be able to… 

  • Define “commitment” and identify how it relates to own supporter experience. 
  • Detail and explain the core drivers of commitment for charities including personal experience, faith and shared beliefs, attitudes and values, identity, hopes and fears, connection and community. 
  • Apply examples of building commitment within other organisations to own organisation’s supporter experience strategies. 
  • Plan initial improvements to own organisation’s supporter experience. 
Module 4 - Happy supporters, more income: growing satisfaction

After completing this module, learners will be able to… 

  • Define “satisfaction” and identify how it relates to the supporter experience. 
  • Explain the impact of supporter satisfaction on long-term income and the role it plays in effective supporter experience. 
  • Utilise examples of building supporter satisfaction from other organisations and apply to supporter experience strategies in own organisation. 
  • Plan initial improvements to own organisation’s supporter experience. 
Module 5 - Impact and integrity: building supporter trust

After completing this module, learners will be able to… 

  • Define “trust ” and identify how it relates to the supporter experience. 
  • Explain the impact of supporter trust on long-term income and the role it plays in effective supporter experience. 
  • Utilise examples of building trust from other organisations and apply to supporter experience strategies in own organisation. 
  • Plan initial improvements to own organisation’s supporter experience. 
Module 6 - Insights into action: improving the supporter experience to grow loyalty

After completing this module, learners will be able to… 

  • Apply practical templates and tools to own organisation’s programme of development. 
  • Apply the research and theory developed by About Loyalty to own action plans for improving the supporter experience and raising more income. 

About the contributors

Richard Spencer, Director

Richard combines his person-centred approach from teaching with years of experience of building strategies for growth, helping charities to achieve growth by putting the supporter experience at the heart of their strategies and plans for growing loyalty. Before About Loyalty (and amongst others), he worked with Goalball UK, Plantlife International, RSPB, Greenpeace, The Children’s Society, Scope and was the Director for the Commission on the Donor Experience. 

Roger Lawson, Director

Roger’s passion lies in diving into About Loyalty's bank of insights – learning more about what creates an excellent experience for supporters of charities around the world, and how these insights can feed into charity action plans. These plans help charities to create and implement supporter experience strategies that excite and inspire donors to give… and keep giving! 

Roger has held senior fundraising positions at Feed the Children and WWF, been strategy director of Cascaid and GOOD Agency (two of the UK's most innovative and successful fundraising agencies) and now enjoys working directly with charities across the globe as Founder and Director of About Loyalty.  

Natasha Evans, Supporter Experience Lead

With over 15 years of experience in the charity sector, Tash works closely with charities across the globe as Supporter Experience Lead at About Loyalty. She is passionate about creating exceptional supporter experiences, and was instrumental in cultivating a culture of customer centricity at Diabetes UK. Having co-chaired the Customer Experience Network and participated in the Customer Experience World Games, she loves to support and inspire others to prioritise supporter experience in their strategies and turn insight into action. 

Kay Harrison, Community and Content Manager

Kay brings About Loyalty’s tight-knit community of charity professionals together to share their stories, build new connections, and support them on their journey to creating an amazing supporter experience. With a background in events management, digital marketing and fundraising, she’s worked with international charities, emerging start-ups and everyone in between to help them overcome the challenges of embedding supporter experience at the heart of an organisation. 

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