Demystifying supporter insight: Top tools and tricks you can use to understand your supporters better and do something about it

Understanding your audience is, rightly, identified by many as a priority for fundraisers who wish to build more meaningful and valuable relationships with supporters. However, while a lot of people are talking about it, there isn’t much guidance out there on how to do it!

How do we gain insight in to what supporters feel in a useful way? How do we turn insight in to action? Human-based supporter insight can feel unwieldy, vague and mysterious and it can often come with a high price tag. But it doesn’t have to be that way!

Combining our experience of customer experience, human-centred design, fundraising and innovation, this workshop will provide insight tools and techniques that all fundraisers can use to understand their supporters and what is important to them.

We’ll show how you can turn that insight into powerful fundraising and share tangible examples of where a human-centred approach has created value for the organisations we have worked for. You’ll leave the session with a tool bag of tricks you can start using to supercharge your fundraising straight away.


Aimed at:

This session is for fundraisers at all levels of seniority who are interested in gaining an insight in to what their supporters feel and think. It is particularly relevant for any fundraiser working in the ‘mass engagement’ space who wants achievable ways of understanding their audiences.


Learning outcomes:

  • A deeper understanding of the different types of supporter insight that can be drawn upon – behavioural, cultural, attitudinal, motivational, emotional – and how they can be used
  • Instructions and tips for tools and techniques that you can use to embed supporter insight into their day-to-day fundraising
  • Confidence in the power of insight-driven fundraising and the evidence you need to promote this in your organisations



Lesley Pinder
Performance, Insight and Innovation Director, WaterAid
Belinda Dimovski (Australia) 
Director of Engagement & Support, Australian Red Cross