Sixty days to turn one-off donors into regular givers

New research by direct marketing agency DMS

One-off charity donors become much less likely to sign up to become regular givers after 60 days have passed since they made their donation, according to research by direct marketing agency DMS.

The firm analysed data from more than 265,000 people who became regular givers to Cats Protection between 1 January 2009 and 10 March 2010.

It found that just over 6 per cent of the charity's one-off supporters became committed givers within 60 days of making their initial donation.

However, only 2.6 per cent of cash donors became regular supporters between 60 and 120 days after the original gift, and only 1 per cent became regular givers between 121 and 180 days after the cash gift was made.

Steven Dodds, head of planning at DMS, said: "Some charities are concerned about asking people for money too often, but this analysis shows there is no such thing. Charities need to ask for a regular gift soon after a cash gift is given."

Cats Protection's income was almost £36.5m in the financial year ending December 2008, the most recent year for which accounts are available.


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