Proving the Value of Supporter Experience
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Talk Details
We all know supporter experience matters. But can we prove its value?
Many charities are now measuring their supporter experience, yet only a few can demonstrate how it affects long-term supporter value. This session explores the crucial question: does a better supporter experience actually lead to higher supporter value?
Drawing on real examples from charities and the commercial sector, we’ll show what it looks like when experience and value measurement are properly connected. This includes how Battersea has built a framework that tracks supporter value alongside loyalty scores as two core KPIs, as well as lessons from other sectors such as how McDonald’s links complaints data to customer lifetime value.
From simple before-and-after analysis to control groups and incrementality testing, we’ll share practical approaches you can take away and apply in your own organisation. Wherever you are on the journey, you’ll leave with clear, actionable ideas for demonstrating the value of supporter experience.
Key learnings from this session:
- How to link supporter experience metrics with supporter lifetime value.
- Practical methods for measuring impact, from simple analysis to control groups and incrementality testing.
- Real examples from charities and other sectors showing what happens when experience and value measurement are joined up.
Speakers
Andrew Sargent
Head Of Analysis
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