Results from the first-ever survey of regular giving donor payment behaviour, establishing a new benchmark for face-to-face (street and doorstep) attrition.

3. Introductory Letter Page 3 The findings that we have reported are indicative of general trends that we have deduced from the survey results, but can only be proven by an individual charity when running a head-to-head Test internally within their organisation, ideally where only one variable is changed at any one time. We very much hope that this survey marks just the beginning of a process of qualitative research, and testing of factors that beneficially impact retention for charities. The information contained in the presentation and subsequent report are copyright to the PFRA and the authors of the presentation & report (Morag Fleming, Head of Fundraising, Quarriers & Rupert Tappin, Managing Director, Future Fundraising) and we would ask that you do not reproduce or disseminate any of this material (apart from for internal use within your own organisation) without prior permission from the PFRA. If you would like to receive a copy of the full report when published, then please contact Mick Aldridge of the PFRA, on [email_address] , or call 020 7401 8452. Yours faithfully Mick Aldridge CEO, PFRA

4. The Increasing Importance of Good Attrition Management Focus on F2F Session at IoF National Convention Monday 7 th July 2008 Rupert Tappin – Future Fundraising Morag Fleming – Quarriers

25. Attrition by Region

28. Attrition by Brand Awareness

31. Attrition by Cause

34. Attrition by value of ask

41. Successful Attrition Management Leave your Provider to run your campaign alone Regularly meet fundraisers & re-emphasise importance of quality Upgrade donors too early, or too often Reactivate lapsed donors quickly: within a fortnight if possible Send donors cash appeals, or DM newsletters with more asks Personalise your comms: allow donors to choose freq. of contact Leave donors un-contacted Develop year one communications cycle (av. 4/yr) Sign up too many under 21-year olds or students Ensure balanced mix of age & geodem. profile of donors Allow missed payments (aka unpaid donors) to slip through net Reconcile payment files with all donors recruited Don’ts Do’s