About Us
About Loyalty is a dedicated supporter experience agency, using science to help charities deliver better experiences for their supporters.
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The clue is in the name – the way we do this is with loyalty. Because loyalty is how we measure the supporter experience.
We also host The Chase Index, our vibrant and growing member community of 40+ charities who are building supporter loyalty, based on a continuous programme of rigorous research and benchmarking.
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What we do
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We dream that every charity values, measures and monitors the supporter experience - and takes action to improve the experience, grow income and support, and have more impact in the world.
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We support you through insight and action, helping your to measure, diagnose, act and collaborate in order to make the most of your supporter experience strategy.
Who we are
As a team, we’re passionate about the science of supporter loyalty and turning that into practical and powerful growth.​
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Roger Lawson
Founder & Director
​Roger Lawson helps charities create and implement supporter experience strategies that excite and inspire donors to give… and keep giving! Roger’s approach is based on his passion for understanding the personal motivations why donors give to the charities they do. He’s as happy as a pig in muck when he’s speaking to donors to understand and measure the emotional connection they have with the charities they support; building segmentation models to help charities understand their different audience needs; developing propositions that inspire giving and legacies; or designing supporter experiences that grow long-term loyalty and value. 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 and universities. He’s on the steering groups for the Chartered Institute of Fundraising's Supporter Experience and Insight in Fundraising groups, is a board member for the annual Fundraising Convention and is a judge of the Donor Experience Award at the National Fundraising Awards.
Richard Spencer
Director
​Richard started out his working life in the commercial sector, as a consultant focused on delivering growth for companies from a range of sectors including financial services, healthcare and technology. He moved on to work as a private motorcycle instructor and music teacher. It was after this that he started working with charities. He combined his person-centred approach from teaching with his experience of building strategies for growth as a consultant and brought these to a range of charities, helping them achieve growth by putting the supporter experience at the heart of strategies and plans. ​ 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. Richard is passionate about helping charities put supporters at the heart of their plans, strategies and approaches. He was born in Manchester, and now lives in Norfolk to be closer to the sea. He supports Manchester City and spends too much of his time taking pictures of his three pups in various positions around the house.
Kay Harrison
Community and Content Manager
​​With a background in events management, digital marketing and fundraising, Kay works with all of the amazing teams at some of the biggest and best not-for-profits across the world, building a community of loyalty legends who know exactly how good their supporter experience is. Kay has worked with organisations ranging from international charities to emerging start-ups, exploring the lifecycle of a business at every stage. From social media strategy and audience segmentation, to competitive industry analysis and detailed data insight, she understands the breadth of choices, challenges and conversations that need to take place across an organisation in order embed the supporter experience at its heart. An adopted citizen of Yorkshire (but still getting used to drinking tea), Kay makes the annual pilgrimage to the Edinburgh Fringe Festival each August to sample as much culture in one week as humanly possible.
Anton Krause
Data and Analysis Manager
Anton Krause has been working in data for his entire career, beginning with the production of microfiche from computer data and moving on to database management and retrieval. He then moved into the education sector, lecturing at Lewisham College and City University at all levels from introductory IT skills to MSc modules in databases and programming. It was then that he discovered that these educational and communication skills, coupled with data expertise, were in high demand in the charity sector! Since the mid 2000s, he's worked in a variety of data management and analytics roles, most recently at Independent Age and Kew Gardens. Every data set has stories buried in it, and Anton gets very excited about getting his hands dirty - digging those stories out, polishing them up and presenting them to an audience. Anton was born and still lives in south London and enjoys travel, cricket, cooking, theatre and classic cinema.
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Natasha Evans
Supporter Experience Lead
Tash is passionate about creating exceptional Supporter Experiences, bringing a wealth of knowledge and enthusiasm to the About Loyalty team. Whilst she is the newest member of the team - her journey with About Loyalty started in 2019 as a representative of one of the Chase member charities, where she gained invaluable first-hand experience in leveraging the insight from the Chase Index to enhance supporter experience and loyalty. With over 15 years of experience in the charity sector, Tash’s expertise spans multiple roles, most notably as the Customer Experience Lead at Diabetes UK. She was instrumental in cultivating a culture of customer centricity, where she empowered her colleagues to improve supporter loyalty through a combination of customer insights, curiosity, and of course her passion. Having co-chaired the Customer Experience Network and participated in the Customer Experience World Games, she loves to support and inspire others to prioritize supporter experience in their strategies and turn insight into action. A proud South Londoner, Tash enjoys life with her family and a playful dog (who occasionally makes an appearance on screen). Beyond the 9-5, you can find her tinkering on the piano, practicing yoga, or exploring new creative activities.