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The 2008 PFRA Attrition Survey was the first survey of charities engaged in recruiting supporters and members via street Authentic Roger Clemens Jersey , venue, door-to-door or face-to-face fundraising. The analysis was based on the giving patterns of over 377,000 regular members and shows trends that will impact on subsequent levels of donor loyalty. Its results should be of interest to any organisation that has a membership base and is concerned with churn, attrition and retention rates.

The research findings

Whilst charities used a variety of methods to interact with supporters a number of strategies were identified to reduce lapse rates. They were:
1. Personalised direct communications will reduce attrition and cancellation rates.
2. Ongoing Authentic Rick Porcello Jersey , regular communications (between three and eight a year) has a positive effect on retention rates.
3. Setting supporter expectations early on in the relationship.

The research was devised and set up by Morag Fleming, Head of Fundraising at the charity Quarriers, suggested “Our findings have demonstrated in the clearest possible manner that how charities communicate with their donors can dictate the amount of money they raise across the short, medium and long-term.”

The clear message from the research is that the view that regular giving supporters should be left alone Authentic Pedro Martinez Jersey , for fear of prompting them to cancel, has been exploded once and for all.

How to apply the key insight

Whilst all those charities researched used a mixture of contact strategies including welcome calls, texts, e-mails Authentic Pablo Sandoval Jersey , newsletters, e-newsletters and surveys to engage with their audience, what is most surprising is that the least used method of communication is often the one that is most effective.

Of all the strategies used, the least favoured method was to contact supporters via a personal welcome call. Most charities sited complexity and the cost as the major stumbling blocks. Yet if your objective is to cut down attrition rates and prompt supporter loyalty Authentic Nomar Garciaparra Jersey , it is the most effective option.

Welcome calls often produce a positive Return on investment

Recruiting a new donor can be expensive, as the up-front cost of recruiting a supporter via face-to-face can be as much as ?100, which means that typically each supporter only becomes profitable after several years. Typically an early welcome call will to identify potential cancellations before the up-front fee is paid. The saving from this alone is often sufficient make the welcome call pay for itself.

An early call can increase retention rates by up to 22%

It’s not surprising that if one personal contact recruited the supporter, then another personal interaction would connect with the supporter with the cause. Additional research supports this argument and indicates that this one act Authentic Mookie Betts Jersey , if conducted early on in the relationship can increase retention rates by between 13% and 22%.

So for any not for profit that is serious about reducing attrition rates the question should not be if to do welcome calls but what’s the most efficient strategy to use? There are only three options: Taking the project in-house may seem to be the most personal and cost effective, but the downside is often recruiting and managing the staff, quality issues and consistency; Call centres avoid the downsides of doing it in-house yet the ‘reading from a script’ approach often fails to provide the important ‘personal’ aspect of interaction; Perhaps that’s why many charities opt for a middle way – a tele-research company who specialise in unscripted welcome calls. Whatever you decide all the evidence points to the fact that a friendly, personal welcome call will dramatically increase retention rates.

A free booklet on marketing research with charity case-studies is available to all marketing professionals who wish to improve their response rates from espconsultancy

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