This event took place on 22 February 2024 and all registered delegates have been sent direct access details for the recording. Please only book your place here if you missed it the first time around.
Brand is one of a charity’s most valued assets, and it is a key part of building supporter loyalty. But how do charity brands successfully thread their principles and values through their supporter activities to build that loyalty and ultimately retain their supporters? And how are brands meeting the challenges of the ongoing cost of living crisis and finding new ways to build loyalty from valued supporters?
You joined us for this insightful session where we explored these questions together and more!
Using your brand to build supporter loyalty
Loyalty, the emotional connection that people feel towards the charities they support. Loyalty isn’t rational, it’s emotional. It’s not about behaviours, but about feelings. That doesn’t mean we can’t influence and grow it. Quite the opposite.
Roger Lawson, founder of About Loyalty, is going to share their research with us – nearly ten years’ worth, across over 350,000 donors. You’ll discover what loyalty is, how your charity can grow it and, crucially, why it’s important. Spoiler alert… their research shows that growing loyalty by one point will lead to a 20% increase in 3 year income and a 9% increase in intention to leave a gift in a will.
Roger will also look at the key messages that should sit at the heart of every brand and fundraising communication to grow your supporters’ loyalty. And Roger will showcase charities who have built brands that grow their supporters’ loyalty.
Q&As with Roger Lawson
We’ll use this time together to invite discussion from the main room:
How is brand driving supporter loyalty in your organisation?
About the CharityComms Brand Breakfast
CharityComms’ Brand Breakfast is a group for professionals working in brand.