In the ever-evolving world of charitable giving, supporter acquisition isn't just about bringing in new donors...
...it's about building lasting relationships that drive meaningful impact.
As insights from the Woods Valldata presents… Beyond F2F webinar in June 2025 revealed, charities are facing unprecedented challenges in recruiting and retaining supporters, but within these challenges lie remarkable opportunities for innovation and growth.
In this blog we explore some of the supporter acquisition insights from the webinar as shared by the panel of industry experts:
- James Briggs from Open
- Alf Cowan from Medialab
- Namita Harvey from Guy’s & St Thomas’ Charities
- Andrew Sargent from Sequoia Insights
The Current Landscape
According to the Open Charity Benchmarks, in 2024, charities experienced an average 8.6% decline in new supporter recruitment compared to the previous year. Traditional channels like face-to-face fundraising and direct mail are under pressure, forcing organisations to rethink their approach to supporter engagement.
But here's the crucial insight: acquisition and retention are two sides of the same coin. It's not enough to simply bring supporters through the door; we must create journeys that make them want to stay, engage, and continue supporting our missions.
Learning from Sector Innovators
Take the approach of Guy's and St Thomas's Charity, for example. Head of Individual & Legacy Giving, Namita Harvey, presented their strategy which demonstrates a holistic view of supporter development.
By investing in lead generation through innovative channels like the following, they've not just acquired supporters – they've created meaningful connections.
- Hospital-based engagement
- Wi-Fi conversions (for people in hospitals signing up for Wi-Fi access and also opting in to receive information about the charities)
- Launching a weekly lottery through Affinity Lottery to attract a different demographic
- Targeted digital content
Their results speak volumes. By focusing on intentional product diversification and specialist team development, they achieved a 19% growth in individual giving income. More importantly, they've built a framework that prioritises supporter experience from the very first touchpoint.
Technology: The Enabler of Personalisation
Digital channels offer unprecedented opportunities for personalised engagement. James Briggs from Open explained that the Data Use and Access Bill will be a game-changer, allowing charities more flexible communication pathways. Technology is more than just a communication tool – it's a relationship-building platform.
But it’s worth noting the human-touch too. Alf Cowan from MediaLab highlighted a brilliant example of this. Face-to-face fundraisers for the RNLI had changed the term "regular givers" to "members" when speaking to members of the public. When RNLI tested this approach in their advertising, they saw a significant performance uplift. It's these nuanced, human-centric approaches that transform supporter relationships.
Strategic Acquisition Principles
Successful supporter acquisition in 2025 and beyond requires a multi-dimensional approach:
1. Understand your audience
Different channels attract different demographics. A face-to-face or social campaign might predominantly recruit younger supporters, while direct mail might reach an older audience. The key is understanding these nuances and tailoring your approach.
2. diversify acquisition channels
Think through the different media channels available to you for acquisition and align these to your strategic objectives and budget requirements. Here’s some key questions to consider:
- Do you know the average CPA per channel?
- Will this channel deliver for your acquisition target but also deliver a LTV for that supporter?
- Have you considered both new approaches to traditional channels and exploring newer channels such as digital lead generation, social media advertising, WhatsApp engagement and SMS communication depending on the audience(s) you’re looking to attract?
- Have you considered how you will manage data from multiple channels to ensure a seamless supporter experience?
Working with an experienced response handling and fulfilment services company like Woods Valldata can support you in exploring these questions and finding the right solution for you.
3. Invest in retention from day 1
Andrew Sargent from Sequoia Insights emphasised the critical nature of supporter journeys. He explains that digital recruits often have lower second-gift rates, not because they're less committed, but because their initial engagement isn't properly nurtured.
Here’s some practical steps to help you think about retention:
- Map your supporter journey comprehensively
- Create personalised communication pathways
- Develop multi-channel engagement strategies
- Invest in data and analytics capabilities
- Continuously test and learn
Andrew presented a brilliant explanation of how supporter journeys work in another of Woods Valldata’s webinars: Influences on Acquisition
The Retention Imperative
Retention isn't just a nice-to-have – it's the foundation of sustainable fundraising. Every pound invested in keeping a supporter engaged delivers exponentially more value than constantly acquiring new donors.
Namita Harvey's approach at Guy's and St Thomas's perfectly illustrates this. By focusing on permission-first data capture, creating value-based content, and developing intentional stewardship programmes, they've transformed supporter acquisition from a transactional process to a relationship-building opportunity.
Your Next Steps
Take a critical look at your current acquisition and retention strategies. Where are the gaps? What opportunities are you not exploring? Remember, innovation doesn't mean abandoning what works – it means building on existing strengths with creativity and purpose.
We're All in This Together
The fundraising sector has always been resilient, adaptive, and mission-driven. By staying curious, embracing new technologies, and keeping supporters at the heart of our strategies, we can continue making a transformative difference.
Working with partners you can rely on makes all the difference. Woods Valldata are experts in response handling and fulfilment, so regardless on which channel you acquire your new supporters, we’re here to help you ensure that their first experience of your charity is second to none.
Want to explore these ideas further? We’re your Partners in Possibility. Our team at Woods Valldata is always ready to chat, share insights, and help you develop and implement sustainable, supporter-centric fundraising programmes.
