FUNDRAISING NEWS: Survey belies idea that donors resent chugger approach

Regular donors recruited through street fundraising who cancel their direct debits after a short time do so mainly because of a change in their financial circumstances, rather than any problem with the charity or recruitment method.

Research into the behaviour of these donors, conducted by the University of West England, also found that half of lapsed donors only planned to give for a year or less when they signed up. While most were able to guess quite accurately how much it cost the charity to recruit them, it did not occur to them that by stopping donations after a short time, they were actually costing the charity money.

The survey also found that lapsed donors tend to be far younger than those that keep giving and that, contrary to media portrayals of negative perceptions, more than 90 per cent of donors were happy with the face-to-face fundraising process.

The University team deduced that charities needed to improve their subsequent communications with donors in order to firm up their commitment.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in

Latest Jobs

RSS Feed

Third Sector Insight

Sponsored webcasts, surveys and expert reports from Third Sector partners


Expert hub

Insurance advice from Markel

How bad can cyber crime really get: cyber fraud #1

Promotion from Markel

In the first of a series, we investigate the risks to charities from having flawed cyber security - and why we need to up our game...

Third Sector Logo

Get our bulletins. Read more articles. Join a growing community of Third Sector professionals

Register now