Face to face donors need more focused attention

Charities should communicate with donors 10 or 11 months after they have signed up in order to counteract the one-year "spike" that seems to beset fundraising campaigns, delegates were told yesterday.

The advice was given following the presentation of the PFRA Attrition Survey 2008, which tracked 82 campaigns run by 30 charities. All campaigns reported a sharp rise in attrition after 12 months (Third Sector Fundraising Daily, 7 July).

But the survey, which examined fundraising campaigns begun in 2004 and 2006, found attrition levels were improving.

Attrition rates for door-to-door fundraising dropped from 50 per cent after 12 months of giving for a 2004 campaign to 41 per cent for a 2006 one.

Street campaigns reported a more modest improvement over the same period, with attrition falling from 50 per cent to 49.6 per cent. Beyond the one-year mark, street retention rates significantly improved, rising more than 10 per cent for donors making more than 12 payments.

Morag Fleming, head of fundraising at Quarriers, said: "We are really encouraged that the sector has begun to revisit the way attrition is managed and retention is maximised."

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