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.
Dementia UK has developed a robust supporter experience strategy designed to deepen engagement and build lasting relationships with their audience base. At Loyalty Day 2024, their Supporter Experience Manager, Giannina Walsh, shared some of her top tips and takeaways from the last 18 months – where to start, what to avoid, and what the results have shown so far.
For a full breakdown, check out the recording here - we've summarised some of her top tips below:
Focus on your insight: By consolidating and centralising supporter data, you can use this as a resource to ensure that insight informs your decisions. Create a hub or library, if possible, for easy access to learnings and updates, and create the space you need to learn and reflect.
“Our SX vision and mission builds on our Dementia UK vision and mission... everyone can and should be a supporter experience champion!”
Build on your vision and culture: A supporter experience strategy should complement your existing organisational values. For example, investing in gathering audience insight connects to Dementia UK’s value of being a compassionate organisation - as it allows the charity to better understand, and build a personal connection with, their supporters.
Find your champions! With champions in every team and the launch of a more senior Supporter Experience Board, Giannina has created a network of collaboration across Dementia UK. A flexible and inclusive approach is key - everyone can get involved!
Measure and reflect: How do you measure your supporter experience? Track KPIs such as satisfaction, loyalty scores, and engagement rates, and use the results to adapt your strategies (Roger says: “we promise we didn’t ask Giannina to say this!”).
Dementia UK’s adaptable and inclusive approach to building their supporter experience strategy is a powerful model for growing long-term support across the organisation. Thanks again for sharing with us, Giannina!
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