Great donor experiences are essential for developing loyal, committed supporters but without understanding why, we can’t deliver the optimum experiences at the right time. Taking elements of basic neuroscience, this session will explain the ‘why’ of donor experience, explore which interactions matter the most and how donor experience impacts on future giving behaviour. Starting with a basic explanation of how the brain uses experiences to develop trust, this session will then go through the journey from new donor to loyal donor and look at how the right experiences along the way set off the right ‘happy chemicals’ and what that means for the donor and the relationship. Told through stories, case studies and experiments, delegates will leave having a deeper understanding of how the experiences they deliver impact on donors which will enable them to create meaningful experiences to drive donor loyalty.

Learning Outcomes:

  1. How the brain processes experiences to develop relationships
  2. What impact a great experience has on donors and why it drives loyalty
  3. What key points on the donor journey are the most important to deliver great experiences
  4. A deeper understanding of how to create meaningful experiences

Rachel Hunnybun, MInstF

Development Director

Sweetpea Charity, UK

Rachel has been a senior individual giving fundraiser for a number of charities in the UK and specialises in supporter experience and developing long term insight driven income growth. She is passionate about providing donors with the right inspiration and experience to develop long term relationships and often looks to other sectors and industries to bring new ideas and learning to her fundraising work. Rachel currently works with a number of charities as part of her role leading Greenhouse Fundraising, the fundraising consultancy trading arm for Sweetpea Charity. In addition, Rachel is a commissioner on the Commission for Donor Experience and is also a keen blogger for 101 Fundraising, UK Fundraising and the Institute of Fundraising. Rachel is a regular speaker at Institute of Fundraising Conventions at both regional and national level in the UK as well as conferences in Europe including the International Fundraising Congress in Holland.