About Loyalty is a benchmarking service, developed by Roger Lawson, Wood for Trees and Professor Adrian Sargeant, enabling charities to measure the loyalty of their donors for the first time.

Loyalty: The feeling of support or allegiance towards a charity or cause.

Our tested survey features questions designed to understand how each donor feels about the charities they support. It enables us to show you what is important for your donors. We are able to show how these drivers vary across different supporters, and how their loyalty relates to their giving behaviour.

All of this is then benchmarked against other charities that have taken part in the analysis, enabling you to understand where you perform well, or less well. And showing you which segments have the greatest potential for growth.