11. Lesley Pinder – Part 2. More tips to improve your supporters’ experience

Understanding and appreciating your supporters’ situation is a crucial element in consistent fundraising success, but how do you go about gathering this insight more effectively? In this episode of the Fundraising Bright Spots podcast, we share the second half of Rob Woods’ interview with Lesley Pinder. Lesley is the Head of Supporter Experience at the British Red Cross and here she shares a range of lessons she’s learned about the discipline of gathering insight to improve fundraising. These tips include: how you get the sceptics in your organization, including those more senior than you, to buy into the importance of better insight, how to be more open-minded, curious and brave, in spite of the natural human need for certainty; and ideas for how any fundraiser, even in a small charity with limited resources, can do some basic things to improve the gathering of insight. If you like this episode, we recommend you also check out Episode 10, also with Lesley.