Supporter experience and the birthday card dilemma

What can choosing birthday cards teach us about supporter experience?

When choosing a birthday card do you pick a design you like or one that you think the recipient will prefer?

I know for many years I was in the former group.

And by picking cards which I liked, I was failing to bring pleasure and joy to the recipient. I can’t remember the exact moment I had an epiphany, but I’m glad I did.

When I made the switch to thinking about who was receiving the card and what I knew about them, I suddenly got lots of kudos from my loved ones. I became known in my family as someone who always sends thoughtful cards.

So instead of the cool designed, minimalist Mother’s Day card my mam used to get, she now receives a card (whatever the occasion) with a flowery frontage and a schmaltzy verse guaranteed to bring a tear to her eye.

My sister-in-law gets the cards with the cute, doey eyed dogs.

My wife. Well, she rarely gets a card, but that’s another story…

So, what’s this got to do with supporter experience?

Well, too many fundraisers are like I used to be when I chose cards. They send the communications that they want to share and don’t consider what the supporter likes and needs. We’re often in our own little bubble. We want to show off about what we’ve done rather than using insight on a supporter’s values, beliefs and motivations to provide an experience that will bring them joy.

One of the biggest shifts we need to make if we genuinely want to improve supporter experience is to start putting ourselves in our supporters shoes.

Fundraising in the time of COVID-19: Read this free report now

Fortunately, there are many good and wise fundraisers who have made that shift. This year, more than ever supporter experience matters. I was inspired to read the examples in this new publication from the Supporter Experience special interest group, which is available for free on the Chartered Institute of Fundraising website.

The first principle in the guide is: It’s about them, not you.

Take a read. Be inspired by the examples. Follow the six principles. Do so and you can be sure you’ll be on the path to delivering a great supporter experience.

The SIG is also hosting a free webinar on Wednesday 25 November, when members from the SIG will share more examples and discuss supporter experience.

Join over 1,000 fellow fundraisers who’ve already signed up.

Supporter Experience #IWITOT – get your tickets today

There is more supporter experience inspiration to come in early December. SOFII and the CIoF are holding the first ever supporter experience focused I Wish I’d Thought of That (IWITOT) event.

Tickets are competitively priced at £10 members and £15 non-members. There are also big discounts for forward-thinking fundraising directors and/or agencies who want to buy their staff or clients an early festive gift!

Thanks to generous contributors, we’re also offering free tickets to any fundraiser who is out of work or furloughed. It’s a small way to show solidarity with colleagues across the sector at the end of a difficult year. You can register for a free ticket here.

We’ll also be sharing some free resources for teams and individuals to make the most of the event.