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

Client Relationship Director

Donor Voice

Rachel has a background in Direct Marketing and Individual Giving which has resulted in an interest to look at other sectors and social science to develop programmes that provide donors with the right inspiration and supporter experience to develop long term relationships. She is passionate about change within the sector and supporting organisations to think differently.