Albion in the Community (AITC) is the charity partner of the Premiership football club Brighton & Hove Albion. As part of our strategic work with them to build a strong fundraising programme for individual supporters, we developed a ‘touch point review’ to help them identify the various routes through which they had contact with the public. As it does for all charities, this exercise enabled AITC to optimise its fundraising activities to its warmest and cheapest-to-reach contacts before investing more money in supporter recruitment from external sources.

In AITC’s case, this was a particularly important exercise, because it had access to touch points with one of the most loyal groups of supporters that exist – football club supporters. We helped the charity identify and prioritise the key points at which they had opportunities to communicate with these contacts about supporting their charity, and to devise activities and processes to optimise the fundraising at each of these points. We considered each touch point in detail, and arrived at some innovative ways to engage contacts in the ‘Community Champions’ regular giving offer that we built for the charity – from signup asks at football training activities, through to member-get-member activities between supporters.