Giving donors control over comms reduces retention, finds survey - Civil Society - Fundraising - News - providing news and in-depth coverage of charities, voluntary organisations and not-for-profits

Giving donors control over comms reduces retention, finds survey - Civil Society - Fundraising - News - providing news and in-depth coverage of charities, voluntary organisations and not-for-profits: Allowing donors to choose how a charity communicates with them has a negative effect on donor retention, according to an annual report on face-to-face fundraising.

Charities increased the amount of contact they had with donors signed up via face-to-face fundraising in 2010, but the researchers behind the annual Donor Acquisition and Retention Survey (DARS) warn that allowing donors to choose how they are communicated with at the outset reduces the retention rate by 3.5 percentage points over five years.