The Supporter Experience report: are charities doing enough?

The way that a charity interacts with its supporters is crucial to its success. By providing them with a positive experience, charities can ensure stability with regular donations and focus on working towards their long-term goals for their beneficiaries.  

But what exactly constitutes a good supporter experience? Is it making donors feel valued? Is it thanking them for their donation and keeping in regular contact? Or is it simply about meeting donors where they want to be met, at the right time and via their preferred method of communication? 

Perhaps it is all the above. The Supporter Experience Report 2022, from Blackbaud, defines the supporter experience as “the way a supporter thinks and feels about your organisation across every interaction and touchpoint”.  

Nearly all of the charities (93%) that responded to the report say supporter experience is important to them, while two thirds say their organisation makes it a priority.  

However, while 61% said they are committed to creating a positive supporter experience, only a quarter classed their organisation as an eight or above when marking it out of ten, demonstrating that the sector still has a long way to go in feeling confident in delivering for their donors.  

This group, dubbed ‘best in class’ by Blackbaud, are significantly more likely than other organisations to respond to supporter needs, innovate and try new things, and crucially, understand supporters.

The benefits of delivering a good supporter experience 

According to the report, the biggest benefit of delivering a good experience for charity supporters is enhanced supporter engagement. This means that they engage with your content often and are generally happy receiving communications from the charities they care about. 

Three quarters of charities also said that increased supporter loyalty and supporter retention were benefits of delivering a good supporter experience. Retaining supporters is essential for charities looking to guarantee a regular source of income, and with regular giving slowing down slightly in 2022, it is important that charities get the supporter experience right. 

Worryingly, though, fewer than a third of charities (30%) say they have a supporter experience strategy in place, despite the clear need, and desire, to prioritise it.  

Many charities also said they are unable to measure their supporter experience, with 47% saying they don’t have the right tools and 38% saying they wouldn’t know where to start.  

As the report notes, “If non-profits are failing to measure their efforts, they will be unable to see how to build on it and move forward.”  And, as the report’s findings detail, failing to create a positive experience for those who are donating and engaging with a charity’s content can lead to a decline in support and ultimately impact the amount they are likely to fundraise.  

“The experience supporters receive when donating to, engaging with, or advocating for your charity is crucial when it comes to ensuring they return and continue their support,” concludes the report. “As we have seen from this research, many, if not all organisations understand this and truly value their supporters. However, not all charities feel they are doing enough when it comes to making the experience as positive and impactful as it could be.”