Beyond the Map: Successes and Setbacks in Supporter Experience

This session will explore how charities can build more effective and connected supporter journeys by evolving their use of data, insight, and orchestration tools. We’ll begin with a short introduction to key terms and concepts to establish a shared understanding of what we mean by ‘supporter journeys’.

From there, we’ll map the stages of data maturity, from basic segmentation to advanced, AI-supported orchestration and share research highlighting how organisations are already using machine learning (MI) and artificial intelligence to drive better outcomes.

We’ll then look at two case studies: NSPCC’s approach to engaging volunteers, and WWF’s success with transactional journeys. Both will outline the challenge faced, the solutions put in place, and the impact achieved.

The session will close with a practical toolkit: the key ingredients needed to get started or progress your own supporter journeys. Attendees will also receive our Supporter Journey Blueprint designed to help structure layered, effective supporter experiences.

Key learnings from this session:

• The difference between single channel, multichannel and omnichannel marketing.
• How to deliver a successful operationalised journey: the dos and don’ts.
• Where charity’s supporter journeys are heading in the future