New donor loyalty measurement service launched for small charities

Over a period of 10 years, ‘About Loyalty’, a specialist research-based consultancy for the non-profit sector, conducted the largest-ever research study into donor loyalty.

The study measured the loyalty and behaviour of donors across 30+ charities and 50,000 supporters.

The key findings:

A one-point increase in supporter loyalty over 3 years can lead to:

• ​20% more income

• 15% more donors continuing to give, and

• 9% more legacy pledges

The results go to show that proactively growing supporter loyalty (by improving the supporter experience), increases retention, legacy giving, and overall income.

You can download the full report here.

Chase Lite

During Small Charities Week, About Loyalty launched Chase Lite, a service designed for small charities, to help them measure, understand, and grow their supporter loyalty.

A reduced version of their Chase Index programme (aimed at large charities), Chase Lite enables small charities to measure key loyalty metrics such as:

• commitment to their cause

• satisfaction with their communications

• trust in them to deliver against their promises

Once signed up, charities can benchmark their performance against 40+ other small organisations to identify their strengths and highlight areas where their communications are not growing supporter loyalty.

On the back of it, About Loyalty (which specialises in helping charities grow supporter loyalty and income) can provide you with practical and targeted action to grow donor loyalty.

Chase Lite pilot

To prove the efficacy of the service, About Loyalty ran a pilot with five small charities, including International Nepal Fellowship (INF). 

Olly Du Croz, Marketing and Communications Manager at INF highlighted the charity’s struggles with supporter loyalty:

“Supporter loyalty is important for all charities, but it is even more essential for smaller charities where donor recruitment can feel like an even bigger uphill struggle. We strive to ensure supporter relationships are nurtured so that people feel cherished and valued, developing deeper and longer-lasting links with INF and the work our partners do in Nepal.”

Roger Lawson, director, and founder of About Loyalty, deemed the pilot a success, claiming that it’s proven that the science behind measuring loyalty is as effective for small charities as it is for big brand household names. 

“We’re passionate at About Loyalty in helping charities to grow their supporter experience. Our recent Chase Lite pilot demonstrated that there was a need for a simpler product aimed at the small but vital organisations to enable them to measure their supporter loyalty, grow that loyalty through practical help, and in turn increase income and the organisation’s stability for the long-term.”

Want to know more?

If you want to find out more about Chase Lite, check out About Loyalty’s free webinar, ‘small charities, BIG loyalty’. If you want to find out how Chase Lite can benefit your charity, register your interest on their website.

In the meantime, if you’re looking for a fundraiser to focus on supporter loyalty and retention, give us a call on 0203 750 3111 or email us at info@bamboofundraising.co.uk