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.
Jo Dunsford, Global Director of Fundraising and Communications, and Heidi Quine, Vietnam Country Director, work together from across the globe to make the supporter experience a priority at Animals Asia.
In their presentation, they shone a light on their family-oriented, collaborative ethos - which comes from the very top of the organisation – and shared some practical actions to help you do the same.
You can watch the recording here, or check out some of their top tips right here:
Trust is a two way street: your donors trust you with their investment, so therefore, you must trust them to understand your highs and your lows.
Treat them as part of your team: share everything with them including your challenges, your failures and your disappointments. The real supporter journey is the organisation’s journey.
Your donors are joining your mission, not your mailing list! Let them in, engage them. Let those walls down.
You are there to give the gift of joy. Donors don’t want to hear about how they helped you to hit your targets – instead, tell them about the program outcomes and how they helped achieve those outcomes together.
And finally, more than anything, understand that in finding a donor you have found a member of your family. Treat them like that, and you’ll have unconditional love for years to come.
“Because we see [donors] as part of the team, and we talk to them in a way which is open, honest and vulnerable, they’re on the inside, walking the walk, not on the outside, hearing the talk. And that makes us completely visible and accessible.” – Jo Dunsford, Global Director of Fundraising and Communications, Animals Asia
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