At AH & Co., we’re passionate about helping mission-driven organisations build meaningful, personalised connections with their supporters. Recently, we partnered with a cancer charity to transform their supporter communications by creating tactical journeys aligned with their holistic strategy.
The Challenge
The charity faced a common but critical issue: each team communicated with donors in a siloed way. This lack of coordination meant supporters were receiving fragmented messages, and the organisation lacked a true 360-degree view of each supporter’s experience.
Despite having a solid segmentation framework based on an RFM (Recency, Frequency, Monetary) model, the charity needed to move beyond segmentation alone to deliver seamless, personalised supporter journeys across all teams and touchpoints.
Our Approach: Onboarding & Supporter Journey Strategy Aligned to Holistic 360 approach
Working closely with the charity, AH & Co. developed a comprehensive onboarding strategy alongside a supporter journey strategy that clearly aligned:
- When supporters receive communications
- How those communications are delivered (channels and tone)
- What messages are sent to which supporter segments
- Who is responsible for each touchpoint
Leveraging their existing RFM segmentation, we created tailored supporter journeys designed to unify communications across fundraising, events, partnerships, and more — ensuring every interaction reflected the “Journey of One” objective: treating each supporter as a unique individual with personalised, coordinated outreach.
Key Segments Included:
- Major Givers
- Event Participants
- Challenge Fundraisers
- DIY Fundraisers
- Corporate Partners
The onboarding strategy provided a clear pathway for welcoming new supporters and guiding them into long-term engagement, while the broader journey strategy ensured ongoing, relevant communications throughout the supporter lifecycle.
The Results
Implementing these strategies led to:
- A unified 360-degree supporter view, breaking down communication silos
- More personalised, relevant messaging that resonated with each supporter
- Improved retention and engagement rates as supporters felt truly valued
- Streamlined workflows that freed teams to focus on mission-critical activities
- Increased fundraising success through coordinated, targeted outreach
Why This Matters
In today’s competitive charity environment, delivering personalised supporter experiences is essential. This project demonstrates how aligning onboarding and supporter journey strategies with a holistic and cohesive approach can build stronger, more connected donor relationships and maximise impact.
If your organisation is looking to improve onboarding, unify communications, or create seamless supporter journeys, I’d love to discuss how AH & Co. can help you build a more connected and effective supporter experience.
Get in touch today to start the conversation!