At Social AF, we’re fortunate our team has extensive charity sector experience, bringing first-hand insight into what supporters need and expect from the organisations they choose to support.
Before joining Social AF, our Supporter Experience Officer Bec Parke spent more than a decade at Macmillan Cancer Support, working across community fundraising and supporter engagement. During that time, she helped build relationships with thousands of supporters, gaining valuable lessons about what creates trust, loyalty and long-term connections.
In this blog, Bec shares 10 supporter experience lessons she’s learned from more than 10 years in community fundraising – and why putting people at the heart of every interaction remains just as important today as it did when she first started her career.
After more than 10 years working in community fundraising at Macmillan Cancer Support, I’ve had the privilege of meeting thousands of incredible supporters, working alongside talented fundraisers and learning what really drives long-term engagement.
While fundraising targets, campaigns and channels have evolved over the years, the fundamentals of supporter experience have remained remarkably consistent.
Here are 10 lessons I’ve learned about creating experiences that build trust, loyalty and lasting supporter relationships.
1. Put supporters at the heart of everything
It’s easy to become focused on targets and income, but fundraising is ultimately about people. The best supporter experiences start with understanding what matters to your supporters and ensuring they feel valued throughout their journey.
2. Listen more than you talk
Supporters want to feel heard. Whether they’re sharing feedback, asking a question or telling their story, taking the time to listen helps build stronger, more meaningful relationships.
3. Every interaction counts
A supporter’s experience isn’t defined by a single moment. It’s shaped by every email, phone call, event, social media response and thank you message. Small interactions can leave a lasting impression.
4. Consistency builds trust
Supporters should receive the same warm, authentic experience wherever they engage with your organisation. A consistent tone, message and level of care helps build confidence and trust over time.
5. Show the impact of their support
People want to know their efforts are making a difference. Sharing stories, outcomes and real-world impact helps supporters see the role they’ve played in creating change and strengthens their connection to your cause.
6. Never underestimate the power of a thank-you
A genuine “thank-you” can go a long way. Recognition doesn’t need to be complicated or costly, but supporters should always feel appreciated for the time, energy and money they’ve invested.
7. Make it easy to engage
The best supporter journeys remove barriers rather than create them. Clear communications, simple processes and accessible information all contribute to a positive experience.
8. Remember there’s often a personal story behind the support
One of the most important lessons I learned at Macmillan is that many supporters have a deeply personal connection to the cause. Behind every donation or fundraising page is often a story that matters. Treating supporters with empathy and understanding is essential.
9. Relationships matter more than transactions
The most successful fundraising programmes don’t focus solely on the next donation. They focus on building relationships that encourage supporters to stay connected for years, not just campaigns.
10. Supporter experience is everyone’s responsibility
Creating an exceptional supporter experience isn’t the responsibility of one team or department. Every interaction, every piece of content and every touchpoint contributes to how supporters feel about your organisation.
The biggest lesson of all
If there’s one thing I’ve learned from more than a decade in community fundraising, it’s that supporters remember how you made them feel.
When people feel heard, valued, informed and connected, they’re far more likely to continue supporting your organisation. Positive experiences build trust, trust builds loyalty, and loyalty creates the long-term relationships that every charity relies on.
Fundraising may be measured in pounds and pence, but lasting success is built on people.