The Fundraising Everywhere Podcast Measuring supporter experience and the SAFE index with Beautiful insights
Jul 17, 2025
Joan Middleton, Digital Fundraising Manager at Starlight, Paul Seabrook, Founder of Beautiful Insights, and Steven Dodds, Managing Director of Beautiful Insights, discuss the SAFE Index, a groundbreaking tool for measuring supporter experience. They emphasize the emotional engagement in fundraising and explore innovative strategies for building deeper relationships with supporters. Listeners will learn how to overcome fundraising challenges and improve donor communication, transforming insights into actionable strategies for better engagement and outcomes.
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Joan's Fundraising Role Challenge
- Joan Middleton explains her role in digital fundraising at Starlight is about motivating people to donate online in many forms.
- She highlights the challenge of conveying Starlight’s complex message quickly in digital spaces compared to face-to-face conversations.
Emotion Drives Supporter Insight
- Joan finds the SAFE index fascinating because it measures the emotional experience and motivations behind donations.
- This emotional data offers deeper insight than traditional financial metrics alone, helping understand why supporters give.
Supporter Experience Is Relationship
- Supporter experience is fundamentally about relationship building and how every interaction makes supporters feel.
- Charities influence trust, surprise, delight, and engagement through communication design and language.