Scott Gray discusses reducing attrition rates among donors. Testing different payment schedules, they found attrition rates decreased significantly over time, from over 40% after the first payment down to under 5% by the 12th payment. Personalizing communications and emphasizing the ongoing importance of donations helped improve retention. Regular contributions allow charities to plan effectively while maintaining a personal touch.

1. The
right
)me
to
engage
donors
to
reduce
a2ri)on
Sco%
Gray
Managing
Director
Rapidata
Services
plc

2. Like
to
receive
but
do
we
s<ll
send?
Like
to
receive…but
do
we
s<ll
send
?

3. ‘Although
we’re
all
increasingly
using
digital
methods
of
communica7on,
our
research
shows
that
the
tradi7onal
gree7ngs
card
s7ll
remains
a
popular
choice
for
UK
consumers.’
*Ofcom
2012

7. 1st
Payment

8. Sco%,

9. 3.6%
cancelled
41.5%
cancelled
Sco%,

10. 4.9%
cancelled
15.7%
cancelled
2nd
Payment

11. 5.5%
cancelled
6.4%
cancelled
3rd
Payment

12. 4.4%
cancelled
1.8%
cancelled
4th
Payment

13. Reduced
a%ri<on
by
58%

14. Key
points…
Importance
of
tes<ng
Time
Personal
Touch
Speed

15. 12th
Payment

16. Cancella<on

17. Sign-­‐up
is
just
the
start
of
the
supporter
journey

18. Thank
you
h%p://www.youtube.com/watch?
v=eCSvXMTe1oY&list=UUPfMhBWOe9_q3PHptT3Q0vQ&index=2
sgray@rapidata.co.uk
rapidataservices.com
@sco%gray_uk