In our series of Loyalty Day lessons learned, we’re revisiting the sessions from this year’s conference, ‘Loyalty Day 2024: how good is your supporter experience?’ and pulling out some of the highlights and key takeaways which you can implement straight away.
As the Head of Supporter Experience at Breast Cancer Now, Jenna Allcock works closely with teams across the organisation to demonstrate the importance of improving the experience with their senior leadership team. And with good reason – our research has shown that more loyal supporters will give 20% more income over 3 years, and securing buy-in from leadership to improve the experience is a key step to achieving this.
Here’s some of their top tips for anyone preparing to do the same…
Make supporter experience relevant to your leadership. Think about how it solves a problem, make sure it’s the thing that people are talking about at the top and reflect that in the language that you’re using.
Make the link to income… and don’t be shy about it. Use evidence-based research and clear KPIs to highlight the impact of a strong supporter experience, and if you can, work with your data team to keep it as relevant to your setting as possible.
“You’ll be working with senior stakeholders who are thinking about generating income… make that explicit link between SX and growing income.”
Reconnect leaders with supporters: Share authentic supporter stories, those brilliant quotes and examples from real people! This will underline their importance and can help to put senior leadership back into the shoes of the supporter.
Don’t forget to repeat those key messages. You might spend all your time thinking about the importance of the supporter experience, but chances are your leadership team might not be. Keep coming back to the problems it might solve for the organisation.
·Use a supporter experience maturity model. This will help you to track progress and provide clarity (Richard says: “we can help with this – check out our SIMPLE model here”).
By consistently linking supporter experience to measurable outcomes and organisational goals, you can effectively gain leadership support and build long-term loyalty – just like Jenna’s team at Breast Cancer Now.
Don’t miss any of our video content – Subscribe to the About Loyalty YouTube Channel.
Want more insights like this, delivered straight to your inbox? - Join the About Loyalty mailing list.