Supporters don’t just give to charities—they give to people, experiences, emotions, and connections. And in 2025, expectations are higher than ever.
Fundraising success isn’t just about asking for money; it’s about creating meaningful supporter experiences that keep donors engaged, inspired, and coming back time and again.
Here are 10 ways to enhance your supporter experience this year.
1. Make Every Interaction Personal
Supporters want to feel valued. Personalised communications—using names, tailored donation asks, and impact updates—can increase engagement and retention.
Quick win: Use segmentation and automation to send birthday emails, milestone acknowledgments, and impact stories tailored to each donor’s journey. Learn more about improving donor retention and increasing donor loyalty.
2. Use Data to Strengthen Relationships
Fundraising is data-driven. The trick is how you use this data to build a picture of your audience so you can offer them the right message, at the right time, in the right place.
- Track donor behaviour: Who engages with your emails? Who hasn’t donated in a while?
- Segment your database: Create different engagement strategies for new donors, lapsed supporters, and other types of supporters.
- Analyse feedback: Use surveys and donor feedback to refine your approach.
In 2025 and 2026 there are important updates to data protection for UK-based fundraisers. Check out this free data protection webinar so you can prepare.
3. Say Thank You!
A simple ‘thank you’ can go a long way in deepening relationships with supporters. But how you say thank you matters. It should feel genuine, timely, and personal.
- Be specific: Instead of a generic “thank you for your donation,” explain the impact: “Your £50 helped provide school supplies for five children.”
- Showcase stories: Share real-life stories that demonstrate how your donor’s support makes a difference.
- Make it personal: Go beyond a generic thank-you email—record a short video, send a handwritten note, or invite donors to an exclusive webinar.
Research shows the importance of saying thank you to donors. Don’t make gratitude an afterthought—embed it throughout your supporter experience.
4. Upgrade Your Stewardship Strategy
When you get stewardship right, you can turn a one-off donor into a lifelong supporter.
- As well as thanking donors for their contributions (and thanking them well – see above!) bring your donors closer to your cause through a series of meaningful touchpoints.
- Showing a donor the impact they’re having speaks volumes. Keep supporters up-to-date with key project and campaign milestones with compelling stories, infographics, and real numbers to demonstrate tangible change.
- Make your donors feel special. Whether it’s a handwritten Christmas card or an invitation to a webinar or event, special touchpoints like this can make all the difference.
For more insights, explore how to improve your donor welcome journey.
5. Make Giving Frictionless
A difficult donation process is the fastest way to lose a potential gift. Ensure your giving experience is fast, mobile-friendly, and convenient.
- Offer Apple Pay, Google Pay, and one-click donations.
- Reduce form fields to the essentials.
- Ensure your website is accessible for all users.
Learn how digital marketing can optimise your giving experience.
6. Show the Impact Clearly
Supporters don’t just want to give—they want to know their gift made a difference.
- Swap vague “thanks for your donation” messages for clear impact reports.
- Consider a donor dashboard where supporters can track the results of their contributions.
- As well as sharing the numbers, don’t forget the ‘heart’. Share personal impact stories and case studies. Share them often.
7. Create a Sense of Community
Donors who feel connected to your cause are more likely to stay engaged.
- Build online supporter groups on Facebook, LinkedIn, or WhatsApp.
- Host virtual Q&As or town halls to give donors direct access to your team.
- Encourage peer-to-peer fundraising to bring new supporters into your community.
Quick win: Search platforms like Facebook to find topic interest groups or groups about a particular fundraising discipline (like community or events fundraising) to get a feel for what’s out there and how these groups work.
8. Embrace AI and Digital Tools
AI isn’t replacing human connection—when used correctly it can enhance it. Use digital tools to improve efficiency while keeping the experience personal and engaging.
- Chatbots for instant donor support.
- AI-driven personalisation in emails and web experiences.
- Sentiment analysis to track how supporters feel about your organisation.
See out how AI is shaping nonprofit fundraising.
9. Prioritise Accessibility
Supporter experience should be seamless for everyone.
- Ensure your website meets accessibility standards (e.g., screen reader compatibility, colour contrast etc).
- Always remember to add alt text to images and videos.
- Offer alternative donation methods (phone, direct debit, accessible text sizes).
Find out how to check your website for accessibility.
10. Invest in Your Own Learning & Development
The best way to improve your supporter experience? Invest in your development.
- Fundraising is evolving—supporters expect more personalisation, better stewardship, and seamless giving experiences.
- Training providers like Fundraising Everywhere offer a whole host of resources like free webinars and conferences to support fundraisers to stay on top of trends and best practices. Check out Supporter Experience Conference 2025.
- And, to learn more about the impact of L&D on fundraiser performance and job satisfaction, check out this free report. It may just help you get budget sign off!
Final Thoughts
Supporter experience isn’t a buzzword—it’s the foundation of successful, sustainable fundraising. By implementing these strategies, you can build deeper donor relationships and create a community that feels valued and inspired to give.
This blog was written by Fundraising Everywhere for the Hands-On Fundraising community. Fundraising Everywhere is a virtual learning provider and community for fundraisers. You can learn more about Fundraising Everywhere here.
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