--- title: Reimagining Supporter Acquisition | Woods Valldata description: Supporter acquisition is getting harder. And with continued reliance on traditional recruitment channels, what lies beyond face-to-face? image: https://info.woodsvalldata.co.uk/hubfs/Portrait%20of%20a%20young%20amazed%20woman%20showing%20blank%20smartphone%20screen%20over%20yellow%20background.%20Focus%20on%20smartphone.jpeg --- [![logo](https://www.woodsvalldata.co.uk/wp-content/uploads/2023/04/logo.svg)](https://www.woodsvalldata.co.uk/) - [About](https://www.woodsvalldata.co.uk/about/) - [How we work](https://www.woodsvalldata.co.uk/about/how-we-work/) - [Our people](https://www.woodsvalldata.co.uk/about/our-people/) - [Compliance](https://www.woodsvalldata.co.uk/about/compliance/) - [Careers](https://www.woodsvalldata.co.uk/about/careers/) - [Services](https://www.woodsvalldata.co.uk/services/) - [Response handling](https://www.woodsvalldata.co.uk/services/response-handling/) - [Lottery](https://www.woodsvalldata.co.uk/services/lottery/) - [Affinity](https://www.woodsvalldata.co.uk/affinity-lottery/) - [Aspire](https://www.woodsvalldata.co.uk/services/lottery/aspire/) - [Advantage](https://www.woodsvalldata.co.uk/services/lottery/advantage/) - [Raffle](https://www.woodsvalldata.co.uk/services/raffle/) - [Fulfilment](https://www.woodsvalldata.co.uk/services/fulfillment/) - [Direct Debit](https://www.woodsvalldata.co.uk/services/direct-debit/) - [Data strategy](https://www.woodsvalldata.co.uk/services/data-strategy/) - [Case studies](https://www.woodsvalldata.co.uk/case-studies/) - [Resources](https://www.woodsvalldata.co.uk/resources/) - [Insights](https://www.woodsvalldata.co.uk/resources/?_resource_category=insights) - [Blog](https://info.woodsvalldata.co.uk/blog?__hstc=147199208.9e5ab3d8a0ca3a3f5a12ec2a1f7616ec.1686240030480.1687955986587.1687958199477.32&__hssc=147199208.7.1687958199477&__hsfp=3372006991) - [Events & webinars](https://www.woodsvalldata.co.uk/resources/?_resource_category=events-webinars) - [Glossary](https://www.woodsvalldata.co.uk/glossary/) - [My account](https://www.woodsvalldata.co.uk/my-account/) - [Get in touch](https://www.woodsvalldata.co.uk/contact/) ![woods valldata](https://info.woodsvalldata.co.uk/hubfs/Portrait%20of%20a%20young%20amazed%20woman%20showing%20blank%20smartphone%20screen%20over%20yellow%20background.%20Focus%20on%20smartphone.jpeg) # Reimagining Supporter Acquisition Published by [Helen Halahan](https://info.woodsvalldata.co.uk/blog/author/helen-halahan) on Jul 3, 2025, 9:30:00 AM ## 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](https://info.woodsvalldata.co.uk/beyond-f2f-webinar-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](https://opencreates.com/) - Alf Cowan from [Medialab](https://medialabgroup.co.uk/) - Namita Harvey from [Guy’s & St Thomas’ Charities](https://gsttcharity.org.uk/) - Andrew Sargent from [Sequoia Insights](https://sequoia-insights.com/) ## The Current Landscape According to the [Open Charity Benchmarks](https://www.charitybenchmarks.org/), 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](https://info.woodsvalldata.co.uk/influences-on-acquisition25). ## 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](https://www.woodsvalldata.co.uk/affinity-lottery/) to attract a different demographic - Targeted digital content ![Portrait of a young amazed woman showing blank smartphone screen over yellow background. Focus on smartphone](https://info.woodsvalldata.co.uk/hs-fs/hubfs/Portrait%20of%20a%20young%20amazed%20woman%20showing%20blank%20smartphone%20screen%20over%20yellow%20background.%20Focus%20on%20smartphone.jpeg?width=323&height=215&name=Portrait%20of%20a%20young%20amazed%20woman%20showing%20blank%20smartphone%20screen%20over%20yellow%20background.%20Focus%20on%20smartphone.jpeg) 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](https://bills.parliament.uk/bills/3825) 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](https://www.woodsvalldata.co.uk/glossary/cpa/) per channel? - Will this channel deliver for your acquisition target but also deliver a [LTV](https://www.woodsvalldata.co.uk/glossary/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](https://www.woodsvalldata.co.uk/services/response-handling/) can support you in exploring these questions and finding the right solution for you. ![Confident male designer working on a digital tablet in red creative office space-1](https://info.woodsvalldata.co.uk/hs-fs/hubfs/Confident%20male%20designer%20working%20on%20a%20digital%20tablet%20in%20red%20creative%20office%20space-1.jpeg?width=323&height=215&name=Confident%20male%20designer%20working%20on%20a%20digital%20tablet%20in%20red%20creative%20office%20space-1.jpeg) ###### 3. Invest in retention from day 1 Andrew Sargent from Sequoia Insights emphasised the [critical nature of supporter journeys](https://sequoia-insights.com/supporter-engagement1/#supp-eng-top). 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](https://info.woodsvalldata.co.uk/influences-on-acquisition25) ## The Retention Imperative [Retention isn't just a nice-to-have – it's the foundation of sustainable fundraising](https://info.woodsvalldata.co.uk/blog/stewardship-in-individual-giving-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 fulfilmen](https://www.woodsvalldata.co.uk/services/response-handling/)t, 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. [Drop us a line today to find out how we can help you achieve your individual giving fundraising ambitions.](https://www.woodsvalldata.co.uk/contact/) [![New call-to-action](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/7160118/64d43182-b39b-4867-afbe-151dddfa6964.png)](https://hubspot-cta-redirect-eu1-prod.s3.amazonaws.com/cta/redirect/7160118/64d43182-b39b-4867-afbe-151dddfa6964) Tags: [charity fundraising](https://info.woodsvalldata.co.uk/blog/tag/charity-fundraising), [Appeal response handling](https://info.woodsvalldata.co.uk/blog/tag/appeal-response-handling), [Response Handling](https://info.woodsvalldata.co.uk/blog/tag/response-handling), [fundraising insights](https://info.woodsvalldata.co.uk/blog/tag/fundraising-insights), [charity insights](https://info.woodsvalldata.co.uk/blog/tag/charity-insights), [Income Generation for Charities](https://info.woodsvalldata.co.uk/blog/tag/income-generation-for-charities) Please share this blog... - [mailto:?body=https://info.woodsvalldata.co.uk/blog/reimagining-supporter-acquisition-woods-valldata](mailto:?body=https://info.woodsvalldata.co.uk/blog/reimagining-supporter-acquisition-woods-valldata) - 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Company number 03665861, VAT number GB991231322 - [Privacy](https://www.woodsvalldata.co.uk/privacy-policy/) - [Cookies](https://www.woodsvalldata.co.uk/cookie-policy/) - [Terms of use](https://www.woodsvalldata.co.uk/terms-of-use/) - [Site map](https://www.woodsvalldata.co.uk/site-map/) [![Resolution design logo](https://resolutionlabs.co.uk/cdn/resolution-dot-white-logo.svg)](https://resolutiondesign.co.uk) ## Affinity [Affinity Lottery](https://www.woodsvalldata.co.uk/affinity-lottery/) is the ideal solution for charities looking for the joys to be had in acquiring and building relationships with players without the operational administrative burden.  This option enables your charity to increase player acquisition and boost your fundraising from the very first draw – with a prize fund with a £25,000 top prize at no cost or risk to your organisation. Perfect for: - Testing if lottery is right for your charity - When charity admin and financial resources are limited - Charities and societies of any size **[Book a demo.](https://meetings.hubspot.com/gemma-ward?__hstc=147199208.9e5ab3d8a0ca3a3f5a12ec2a1f7616ec.1686240030480.1687955986587.1687958199477.32&__hssc=147199208.1.1687958199477&__hsfp=3372006991)** Find out if Affinity Lottery is your perfect fit. [Get more info on Affinity Lottery including our ROI calculator](https://www.woodsvalldata.co.uk/affinity-lottery/) ## Aspire Owned by you and managed by us, Aspire Lottery is perfect for charities and not-for-profits looking to increase regular giving income from a different type of supporter.   Your Aspire lottery is unique to you, perfectly matched to your cause and ready to go to deliver increased fundraising income to your charity.  Perfect for: - Quickly and easily setting up your own lottery - Migrating a small to medium sized lottery to a more intuitive platform **[Book a demo.](https://meetings.hubspot.com/julia-seidel?__hstc=147199208.9e5ab3d8a0ca3a3f5a12ec2a1f7616ec.1686240030480.1687955986587.1687958199477.32&__hssc=147199208.1.1687958199477&__hsfp=3372006991)** Find out if Aspire Lottery is your perfect fit. [Get more info on Aspire Lottery](https://www.woodsvalldata.co.uk/services/lottery/aspire/) ## Advantage Advantage Lottery is the best weekly lottery product to take you and your fundraising efforts to a higher level!   It’s customisable and adaptable to fit with the growth needs of your programme and offers greater freedom in how you run your lottery, whilst giving you everything needed to help it reach its full potential.  Perfect for: - Charities who want to make their lottery unique - Migrating a medium to large sized lottery to benefit from Woods Valldata’s experience and expertise **[Chat to us.](https://meetings.hubspot.com/julia-seidel?__hstc=147199208.9e5ab3d8a0ca3a3f5a12ec2a1f7616ec.1686240030480.1687955986587.1687958199477.32&__hssc=147199208.1.1687958199477&__hsfp=3372006991)** Let’s take your lottery to the next level. [Get more info on Advantage Lottery](https://www.woodsvalldata.co.uk/services/lottery/advantage/)