It’s already been a turbulent year for fundraisers – and it’s far from over. However, something extraordinary is happening – supporters are responding in unprecedented ways. Through the Supporter Experience group we’re hearing about record appeals and exceptional generosity, and supporters are going to extraordinary lengths to fundraise, despite cancelled events. Why? The pandemic has heightened people’s desire to do good, because doing good helps them feel better.
We believe that there is an opportunity for fundraisers to harness this rise in altruism – providing we deliver an exceptional supporter experience that reinforces each and every supporter’s decision to help. And, if we get it right, it will make a lasting difference.
We are not suggesting we have the answer to all the challenges charities are facing. And neither are we suggesting there is one right answer to delivering supporter experience. But through the six principles and suggested actions provided in this resource we hope to help fundraisers do their part. We’re delighted to include examples and stories from a range of organisations that demonstrate what is possible. We hope they will inspire you and your organisation.
The supporter experience can be defined as the way a supporter thinks and feels about your organisation: the sum of every interaction from asking to thanking and beyond; everything you say and do; every time you talk or are quiet; every time you disappoint or delight.
Powerful fundraising inspires people to make a difference by giving and feeling good about giving. Organisations are responding in new, innovative ways. Find and share the stories of how your organisation is making a difference. Inspire your supporters to play their part in your solution by offering them opportunities to give and support. We know from the Commission on the Donor Experience that people who have a good supporter experience are more likely to give, give more and recommend others do the same. Now more than ever, delivering an exceptional supporter experience is the key to building long term relationships. Our new touchstones should not be just ‘satisfied’ but needed, valued and empowered to effect change.
Now is the time to accelerate investment in the supporter experience. At every touch point, ask what experience is the supporter having right now? Then give supporters the experience they should be having. It is easy for us to fall into the trap of focusing on the money. If we only focus on the money we will damage the experience. If we focus on the experience the money will follow. So, the challenge is to orient ourselves to the experience, despite the pressures.
At such a time of crisis it would be easy – and understandable – to put things off. But this is not a nice-to-have approach to get round to when things are back to normal it’s a fundamental that can help you leverage the rise in altruism. Now is the time.