"The way the Media Watch service is provided gives a clear indication of how our donor journey compares to other charities in the sector, this combined with the availability of creative allows us to see how competitors are evolving their donor communications strategies.

We use this to understand how charities explain the effect donations are having on the work the charity does and on their beneficiaries lives. We can see how they handle key points in the donor journey such as up-selling and cross-selling, as well as the communication of unforeseen events to their supporters - be that urgent appeals for Nepal earthquake or communicating responses to negative press.

This combination of journey and creative information gives us a good understanding of what it actually feels like to be an RNIB donor, and to compare this to the experience of supporting other charities, helping us to continually improve that experience as a result.

Rob Green - RNIB