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Data & Business Insights and Supporter Relations Teams are a Mystery

Data & Business Insights

In many charities, teams like Data & Business Insights and Supporter Relations are critical to the organisation’s success—but to many staff members outside those units, what they actually do can feel like a bit of a mystery. Despite their essential role in helping the charity operate efficiently, fundraise effectively, and connect meaningfully with donors, these teams are often misunderstood or overlooked.

So why does this happen? And what can be done to bridge the gap?

Let’s take a closer look at why these business units sometimes operate in the shadows—and how bringing them into the light can benefit the whole organisation.

1. Data & Business Insights and Supporter Relations Work “Behind the Scenes“

One of the most straightforward reasons is that these teams often aren’t on the frontlines. While programs teams are delivering services and fundraising teams are securing gifts, teams like data and supporter relations are working behind the curtain—making systems run smoothly, cleaning databases, answering donor queries, and pulling the insights that drive smarter decisions.

Because their work is more operational than public-facing, it’s easy for others to forget just how much value they bring—or simply not know the full extent of what they do.

2. Data & Business Insights’ Work Is Highly Technical

Data teams speak the language of databases, dashboards, and statistical models. Supporter relations teams often deal with complex systems like CRMs and have to juggle email deliverability, segmentation rules, and compliance with privacy laws.

To staff in more external-facing or creative roles, this work can feel intimidating or overly technical. If it’s not explained in plain language or connected to the mission, it’s easy for others to tune out.

3. Their Impact Is Indirect—but Deeply Strategic

A fundraising appeal is easy to see. A donor’s thank-you letter is tangible. But what about the segmentation strategy that ensured the right donors received the right message? Or the supporter care process that handled a complaint and turned it into renewed trust?

The impact of data and supporter relations is strategic—often more long-term and systemic than immediate or emotional. This can make their contributions feel less visible or harder to quantify to the rest of the team, even though their work underpins so much of the charity’s success.

4. Lack of Cross-Departmental Communication

Sometimes, these teams are siloed—either by structure or simply due to busy schedules and limited opportunities to collaborate. When data and insights teams don’t have a regular rhythm of sharing findings with fundraising, or when supporter relations isn’t invited into campaign planning, it becomes harder for mutual understanding to develop.

This isolation leads to a lack of appreciation—and sometimes even frustration—when others don’t see the strategic value being added behind the scenes.

5. They’re Often Under-Resourced

In many charities, especially smaller ones, data & business insights and supporter care teams are small and stretched thin. That can mean they’re more reactive than proactive, spending more time fixing urgent issues than championing their own value.

When you’re always in firefighting mode, there’s little time left to do internal advocacy, tell success stories, or train others on how your work fits into the bigger picture.

So, What Can Be Done?

If you’re a charity leader or part of one of these “mystery teams,” here are a few ways to help shine a light on this vital work:

  • Show, don’t just tell: Share stories and examples of how data, insights, or supporter care led to a successful outcome—whether that’s improved donor retention or a campaign that exceeded expectations.
  • Offer training and “inside looks”: Host lunch-and-learns or internal presentations to demystify tools and processes for other teams.
  • Invite collaboration: Build relationships with colleagues in other departments and look for ways to work together on shared goals.
  • Translate your work into impact language: Avoid jargon where possible and focus on how your work supports the charity’s mission, its beneficiaries, and its supporters.
  • Ask for a seat at the table: Advocate for data, insights, and supporter experience to be considered early in planning conversations, not just as support functions.

Conclusion

Data, Business Insights, and Supporter Relations may work quietly behind the scenes, but their influence runs deep. By breaking down silos, building cross-team understanding, and sharing the stories behind the numbers and processes, charities can unlock even more value—and make sure every team feels connected to the mission and to each other.

After all, when every part of the organisation understands how the others operate, the whole becomes stronger, smarter, and more unified in purpose.