Face-to-face donor cancellation rates (attrition): establishing a benchmark |
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| Authors: | Morag Fleming Rupert Tappin |
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| Institution: | 1. Quarriers (Fundraising Department), Quarriers Village, Bridge of Weir, Scotland;2. Future Fundraising Ltd, London, UK |
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| Abstract: | - Face-to-face fundraising, both on the street and on the doorstep, has taken place in the UK for well over a decade. Its success can be said to be dependent on the balance between acquisition costs and income generated for the charity. Whilst the former is easy to measure, the latter has proven much harder to predict. This paper reports the results of a survey of the payment behaviour of over 377 000 face-to-face recruited regular giving donors, to 30 charities. Whilst charity brand awareness was found not to have a significant impact on levels of attrition, the region in which campaigns were run, together with the level of the ask and the cause of the charity, were all found to have a significant effect on attrition. As a result of improvements in both attrition and average gift from 2004 to 2006, charities have reported increased income from their street and door face-to-face campaigns.
Copyright © 2009 John Wiley & Sons, Ltd. |
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