The power of proactive listening: What three charities learned from their supporters

Feedback can feel like an unglamorous part of fundraising, but at Fundraising Convention 2026, three supporter-facing leads made the case that listening properly to supporters, and acting on what you hear, might be one of the most powerful tools fundraisers have. 

Chaired by Gary Kernahan, the panel brought together Lisa Burnside from Marie Curie, Shaun Dignam from the Alzheimer's Society, and Andrew Moran from the Children's Society, each sharing how small shifts in listening had led to real changes in supporter experience and income.

Before the panel got underway, Gary set out a distinction that ran through the whole session: feedback is different from the voice of the supporter.