The Royal British Legion has trialled a membership support programme to prevent the loss of regular donors.
Hoseasons Marketing Services carried out the test programme on behalf of the charity in the middle of March. It resulted in 46 per cent of the membership sample renewing subscriptions.
The customer relationship management specialists called a sample of 1,000 members from a total of 550,000 subscribers that had allowed their membership to lapse for reasons such as forgetting to renew or where the subscription may have been given as a gift. The call team was asked to find out why the regular donors had not renewed.
The Royal British Legion's average monthly membership donation is around £15, most of which is donated by direct debit.
Hoseasons marketing recently ran a membership support programme for the Royal Horticultural Society, which showed similar results.