How to Measure Supporter Engagement

Fundraising teams always evolve. A focus on engagement and supporter-centricity, with structures to deliver this, is how charities will take on the fundraising landscape in the twenty-twenties. 

Teams and organisations are re-structuring as it is recognised that income-generating teams have an impact beyond just raising money. But engagement recording and measurement hasn’t kept pace with these new strategies.

Charities are losing sight of what engagement means to supporters: what works for them, who is engaged, and what success looks like. In our experience measuring engagement can be difficult. But that shouldn’t stop organisations from trying. 

For most charities a rules-based engagement model currently provides the most effective way to score supporter engagement. We advocate a standardised approach to remove some of the subjectivity around what engagement actually means – and to make it easier to compare and benchmark across the sector. 

Before creating such a model, charities need to think about how all the interactions people have with them are recorded, across multiple touch-points. They also need to address the challenge of connecting the information from each touch-point, often spread across different systems, to one individual’s record. 

If a charity overcomes these barriers to creating a meaningful engagement score, it will supercharge their engagement strategy. Not only will it demonstrate successes – it will identify the components of engagement that need improving. It will also enable the monitoring of a supporter journey and result in strategies that place the individual, and their engagement, at the heart of a supporter-centric organisation.

Download the whitepaper here to discover the benefits this will bring.

Download the white paper here