Charities must personalise communications to boost loyalty

LONDON - Charities must customise their communications if they want to increase loyalty among donors recruited through street, door-to-door or face-to-face fundraising.

Charities must personalise communications to boost loyalty

Those organisations that personalise in some way their newsletters, emails and calls to donors will see significantly lower drop-out rates and cancellations than charities that do not, according to in-depth analysis of a survey of more than 377,000 regular giving donors carried out by Public Fundraising Regulatory Association.

The research also showed that charities that communicate with their donors between three and eight times a year will see higher retention rates than those communicating just once or twice a year.

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