Understanding your supporters inside out is an essential step in designing and implementing supporter journeys that truly resonate and make an impact for your charity. 

 

 

Our supporters are complex – their motivations, communication preferences, connections to causes, and responses to our work are hugely diverse. This diversity often makes predicting their behavior a challenging task. Have you ever conducted A/B tests on different creative options and found that the one you liked best didn't necessarily perform the best? The same unpredictability applies to supporter journeys.

 

While we may place great emphasis on testing when acquiring new supporters, this focus should continue throughout their journey, including retention, second gifts, and leaving a legacy.

 

 

Think about this quote from Prabhjot Singh: "We spend a lot of time designing the bridge, but not enough time thinking about the people who are crossing it." It perfectly encapsulates the challenge of supporter journeys. We often invest considerable effort in creating these journeys, striving for excellence in design and delivery. However, we sometimes forget to do the groundwork—understanding the recipients of these journeys. We might pour energy into crafting something amazing, only to discover it doesn't quite resonate with our audience. Taking time to carry out research at the start of a supporter journey project can save considerable time and effort correcting things later.

 

 

Remember, what people say or even think they believe doesn't always align with their actions. In fundraising and supporter journeys, this is particularly important. People may say yes when asked if they've donated in the last 12 months because they want to been seen as the type of person who gives to charity or feel guilty for not doing so. To truly understand your audience, you should focus on observing their actual behaviors rather than relying solely on their stated attitudes.

 

So, as you embark on the journey of knowing your audience, keep these key principles in mind. Your supporters are at the heart of your work, but their attitudes may not always mirror their behaviors. By conducting research thoughtfully and observing real actions, you'll be better equipped to create supporter journeys that resonate deeply and drive meaningful engagement.

 

In our course “Creating Supporter Journeys that Work” we have a whole module dedicated to getting to know your audience, exploring various tools like personas, empathy maps, and service safaris. Find out more here.