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."