At the heart of most fundraising success stories you find that the fundraiser(s) worked hard to better understand the supporter’s world. And unless you strive to understand and appreciate your supporters’ situation, it’s very difficult to consistently create great experiences. But doing this in practice is not always easy for busy fundraisers in busy charities. In this episode of the Fundraising Bright Spots podcast, Rob Woods talks to the Lesley Pinder who knows a great deal about the skills, issues and processes involved in gathering meaningful insight to improve the success of fundraising projects. Lesley is the Head of Supporter Experience at the British Red Cross and in this conversation she shares various distinctions she has made, including a clear three step process which makes insight-gathering easier to organise; she explains why we need to let go of the idea that there is ever one right answer and she explains several practical tactics you can use to better understand your own charity’s supporters.