This is lesson twenty-six. This is towards one of our missions. Education. You’ll learn everything about marketing - from the basics to the most advanced strategies - for free, thanks to VellumWorks.
Most people think marketing is just communication — the emails, the social posts, the campaigns.
But supporters don’t judge you only on what you say.
They judge you on every interaction they have with you.
That’s what Customer Experience (CX) is about:
the full journey someone has with your organisation - every touchpoint, every emotion, every impression.
From discovering your charity…
to reading your website…
to donating…
to receiving a thank-you email…
to seeing updates later…
All of this shapes how they feel about you.
And those feelings determine whether they support you again.
What Is Customer Experience (CX) Theory?
Customer Experience is the theory and practice of designing, managing, and improving the total experience someone has with your organisation across every step of their journey.
Where traditional marketing focuses on “getting the message out,” CX focuses on:
How people feel when they interact with you
How smooth or frustrating their experience is
How consistent your communication and behaviour are
How valued they feel as supporters or beneficiaries
How likely they are to trust and stay with you long-term
In simple terms, CX is the difference between someone supporting once…
and supporting for years.
Why CX Matters for Charities
Because charities rely on trust, emotion, reputation, and relationships — and all four are shaped by experience.
A charity with brilliant mission but poor experience will lose supporters.
A charity with good experience but average messaging can still thrive.
Great CX leads to:
Higher donor retention
Stronger community trust
More volunteers
Better word-of-mouth
Higher long-term income
Supporters who feel connected, not just contacted
The Three Pillars of CX
1. Functional Experience (“Was it easy?”)
This covers usability, clarity, speed, and simplicity.
Examples:
Easy donation process
Clear event registration
Mobile-friendly pages
Quick replies to enquiries
If something feels hard, people drop off.
2. Emotional Experience (“How did it make me feel?”)
People remember feelings more than facts.
Examples:
Warm tone
Genuine appreciation
Meaningful storytelling
Supportive volunteer onboarding
Compassionate service delivery
Emotion is the glue of loyalty.
Supporters ask:
“Does engaging with this charity align with my values and identity?”
Examples:
Transparency
Sustainability
Ethical behaviour
Visible impact
Being part of a community
People want to support organisations that represent who they aspire to be.
Mapping the Supporter Journey (The Heart of CX)
A CX journey typically includes:
Discovery
Exploration (website, social media)
Decision (donate, sign up, volunteer)
Action
Confirmation (thank-you, receipts, updates)
Relationship (impact stories, follow-ups, personal touches)
Advocacy (sharing, fundraising, recommending)
Your job is to make each stage:
simple
supportive
emotionally engaging
consistent
human
10-Minute Exercise: Your CX Audit
Pick one key interaction, a donation, sign-up, or event registration, and ask:
Was it simple?
Was it clear?
Did it feel human?
Did people feel appreciated?
Were they updated afterwards?
Did it build trust?
Most charities find they excel at the “ask”…
but struggle at the “after.”
That’s where CX enables you to win the most. You also need to use as much data as possible. Tracking each touchpoint of your audience and ensuring that they have the most optimised customer experience.
Why is this important to know?
Because CX is not an extra.
It is the charity or business experience.
When supporters feel seen, valued, respected, and emotionally connected, they stay with you longer, give more confidently, and become ambassadors for your mission.
When experience is poor, people quietly drift away - even if they love the cause.
CX turns your mission into something people don’t just support…
but feel proud to be part of.
At VellumWorks, we believe knowledge should be free. That’s why this series will guide you, step by step, through everything from the basics to the most advanced strategies in marketing: no jargon, no gatekeeping, just education that empowers.
