We are delighted that our Secret Giver Scheme has been awarded ‘Highly Commended’ by the Institute of Fundraising Insight in Fundraising Awards 2018 for Best Use of Insight to Improve your Donor Experience.

What the judges said:
‘This was a really solid piece of work. Most charities carry out mystery shopping but this was looking at the same cohort over time which is great and produced strong insights that have actually led to change. The use of qualitative research has given them insights they wouldn’t have otherwise gained and it was great to see the benchmarking element, which can be used in the long term.’


Watch our Secret Giver video:

The Secret Giver Scheme is the voluntary sector’s most comprehensive mystery shopping and competitor review programme.

Discover exactly what supporters think of your communications
Improve your supporter journey to increase engagement and loyalty
Gain insights into what competitors are doing and how effectively
Discover new approaches to compliance and GDPR
Own a complete overview of fundraising best practices

Regular Mystery Shopping Programme

We make a number of gifts and contacts to your charity to ensure you get a comprehensive assessment and evaluation of each and every engagement we have with you both on and offline.

Track Supporter Journeys

Our Secret Giver Scheme comprehensively tracks and tests your supporter journey over an entire year, and helps you identify strengths and address weaknesses.

Adding Extra Value

In addition to the regular interactions from your very own Secret Giver, membership now includes additional one-off donations made by other Givers to your charity.

On-going Competitor Review

We carry out the same thorough programme on more than 40 other charities to help gather a truly comprehensive range of data for every type of communication. This is benchmarked and summarised once a year for you in your own confidential report.

Compliance Audit and Comparisons

We test and evaluate different approaches taken towards compliance and the responses to any changes in regulations or legislation, and summarise this in each report we provide.

Two Comprehensive Reports (with Recommendations) Per Year

We have carefully built a set of unique and robust criteria to measure quality, accuracy, frequency and speed of every communication. Every member receives two confidential reports every year. The first focuses entirely on our Secret Giver’s feedback on their interactions with you, supported by full conclusions and recommendations and the second also covers all competitor review activity over the year. Every report has a detailed analysis of the communications received for the period, highlights areas of good and poor practice, provides detailed, practical recommendations for the future, and identifies any urgent areas for immediate action.

Cost: £6,500 per year + VAT

Annual membership includes recruiting a dedicated Secret Giver for your charity, between £250 and £500 worth of donations and two detailed reports (including the annual comprehensive competitor review and benchmarking).


E-mail or call Jaimie Stevenson-Miller our Client Services Manager and she will be happy to help with any queries you may have.

T: 01608 810006

‘To have such a thorough report on your fundraising activity, with recommendations is truly helping us to transform our supporter journeys, and improve our thanking processes. It’s the old, ‘you don’t know what you don’t know’, well, with the Secret Giver Report you find out, and let’s face it we really need to be loving our donors and this is helping us to do that better than we ever hoped!’ Emma Malcolm, Director of Fundraising & Marketing, The Macular Society
‘We’re delighted with the methodology and detail in the John Grain Associates programme. It is helping us to identify a mixture of quick win solutions and longer term strategic plans to deliver a smoother, more engaging supporter experience.’ Anonymous Member