In 2024, fewer people in the UK donated to charities, increasing competition for support. Acquisition costs are rising, and with commercial organisations setting high standards for customer experiences, expectations are higher than ever. Retaining supporters by delivering exceptional experiences is now crucial for charities.

Research by Signal reveals that many fundraisers lack the foundational insights needed to improve supporter experiences, with only 1 in 4 having access to the right data.

Parkinson’s UK has set a bold ambition: “Every supporter receives an engaging, relevant, and inspiring journey that makes them feel valued, part of something bigger, and motivated to take further action.” To achieve this, they’ve focused on cross-functional collaboration, SX strategy, and building a strong partnership with Data and Insight teams.

This session will explore how Parkinson’s UK, in partnership with Signal, have laid the groundwork for improved supporter experiences through audience-centered strategy, process redesign, and performance feedback to guide decisions and secure ongoing support.

Session Takeouts:

• The real value of building cross functional collaboration to reach your supporter goals
• The importance of data and insight in shaping better supporter experience
• Developing strategic frameworks for successful audience engagement
• Why performance measurement and continued learning are so important