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A roadmap for charity engagement that deepens loyalty, advocacy, and sustainable income
Four million fewer people are giving to UK charities now than in 2019, but generosity hasn’t disappeared - it’s evolving. People are still showing up for causes in new ways. That shift puts a spotlight on something charities can control: the experiences we create for supporters. When those experiences fall short, engagement breaks. When these experiences meet real needs, engagement turns into loyalty, advocacy, and sustainable income. Closing the gap between what supporters need and the experiences we deliver is the single biggest opportunity for the sector to overcome today's turbulent challenges.
Mind the Engagement Gap draws on research with 2,000 supporters and 300 charity professionals to reveal what builds engagement, what erodes it, and how to close the gap to optimise impact.
In this whitepaper, you’ll discover:
- The “engagement gap” behind donor decline: Uncovering the latest audience desires, motivations, and trends.
- The four core supporter needs that drive lasting engagement and how to meet them consistently.
- What’s stopping charities delivering on supporter needs - three internal gaps that weaken trust and relationships.
- A clear route forward - short-, medium-, and long-term actions any charity can take to build resilient supporter relationships.
- How organisations like RNIB, UNICEF, Save the Children UK and Prostate Cancer UK are finding new ways to engage their audiences and close the gap.
Ready to close the gap?
Download the full whitepaper for the complete insight and action plan, or listen to the audio version to hear it in full.
The three gaps stopping charities delivering on supporter needs
Technology & data gap
Disconnected systems and fragmented data which prevent charities from knowing supporters well enough to serve their needs.
Decision gap
Decision-making driven by organisational needs rather than supporter needs, where data is collected but not used effectively.
Team & skills gap
Siloed teams and competing organisational priorities that result in fragmented experiences for supporters rather than coherent journeys.
Data-led supporter prioritisation
RNIB saw an opportunity to re-engage service users with giving but wanted to better understand their needs and motivations. Working with manifesto, they used AI-powered research and their own data to create personalised email journeys that saw an impressive 84% improvement in their open rate as well as improved performance across other metrics.
Read the full case study and find other inspiring examples to close the gap from Prostate Cancer UK, UNICEF UK and Save the Children UK in the full report.
Supercharge your supporter engagement strategy?
Ready to start transforming your supporter engagement? We’ve created this action sheet to help you get started. It’s broken down into timeframes so you can easily separate the quick wins from the longer term projects. Download below.
