How the pandemic might be the perfect opportunity to regroup and refocus on the Supporter Experience
And how a new online tool from the Chartered Institute of Fundraising can help signpost the path forward
There’s no denying it. 2020 has been a very rough year for charities.
From disrupted service delivery to massive gaps in fundraising income, many charities are having to take a step back and take stock of their priorities and ambitions moving forward.
It has, of course, also been a very rough year for us as individuals. Despite all the turmoil, we have seen an almost equal and opposite reaction in altruistic acts and human kindness. From WhatsApp support groups for vulnerable people to Captain Tom Moore’s record breaking fundraising efforts. People want to feel good about something. In a sea of uncertainty and fear, it feels good to do something kind.
This is why the supporter experience matters more than ever. At this point in time, people are shopping for a way to make positive change. To feel as though they can take put the world back on track, even if it’s only in a small way.
In other words, if charities can focus on making their supporters feel really good about supporting their cause, they will carve a path to income.
The Chartered Institute of Fundraising’s Supporter Experience Special Interest Group has spent the last many weeks thinking about how we best can help charities to identify the key principles to adhere to and how best to take their first steps.
In it we outline the six principles that we believe are the foundation for a great supporter experience. They are:
PRINCIPLE 1: It’s about them, not you.
PRINCIPLE 2: The mindset you have really matters.
PRINCIPLE 3: Your supporters still believe in your mission — and they want to give.
PRINCIPLE 4: Don’t assume you are providing a great experience.
PRINCIPLE 5: Invest in fundraisers
PRINCIPLE 5: Invest in fundraising
“Intriguing”, I hear you say. “But what do these principles mean? How can I implement them?”
You will have to read the full resource and find out!