Project will measure behaviour of donors recruited by chuggers

The Public Fundraising Regulatory Association has launched a project to measure how long donors who are recruited by chuggers continue to give to charity.

The body will survey charities and use the results to benchmark donor-retention and attrition rates. The survey has been sent to every PFRA member and is also open to any charity that has carried out face-to-face fundraising over the past 10 years.

The responses will be collated by the PFRA and analysed by Morag Fleming, head of fundraising at Scottish charity Quarriers and fundraising consultancy Future Fundraising.

“In our sector, attrition has been a hidden topic for a long time, and we really want to bring this out into the open,” said Fleming. “We hope that the results from our survey will, for the first time, give the opportunity for individual charities to benchmark themselves against industry averages."

Rupert Tappin, managing director of Future Fundraising said that the research would make it easier for fundraisers to compare their results.

"At the moment, there's no consistent data on attrition rates because charities don't measure it in the same way," he said. "Some charities count people who never make a payment, but some don't. Some count people by the month they stopped donating; others store data by when people sign up.We want to create a benchmark so that everyone is on a level playing field."

He added that he was hoping for at least 30 responses and that he was keen to gather as much feedback as possible.

Information will be analysed on an anonymous basis, but organisations taking part will be able to contact the PFRA for detailed data on how their own attrition rates and strategies compared with the rest of the market.

The survey is available to view at until 23 May.

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