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Why are people cancelling direct debits in this recession?
Submitted by johnbaguley on 30 March, 2009 - 21:50.
Some my larger clients report that they, and others, are experiencing the cancellation of direct debits; which did not happen in the last two recessions on any scale. Indeed, those with direct debits, standing orders and those using other committed giving mechanisms were the backbone of their individual income streams.
My conjecture (and I would be very interested in your views on this) is that the most effective organisations have now moved committed giving far from their hard core supporters to the softer multitude who just do not care so much. So, those cancelling in this recession are not just the few who have lost their jobs; but those, for example, on fixed mortgages who are simply trying to reduce their debts.
Any views?
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Donors are reviewing their spending
I endorse what Redina says. Very likely many donors are reviewing their spending. Those who had established direct debits to charities in more buoyant times will be making new decisions based as much on the quality of engagement with each charity and the responsiveness to their generosity that they have experienced.
Those charities that are sensitive to and appreciative of their donors are also those who are doing the most good in the community, I suggest.
John Godfrey
www.artfulfundraising.com
Well, in my opinion, each
Well, in my opinion, each charity needs to find out
how many of their donors have cancelled direct debits.
I have a healthy suspicion about some of the headline type
of statements made in our trade press about donors
cancelling direct debits. The best place to start is by finding out:
How many have cancelled their direct debits in the last 6 -8 months?
What is the value of their contributions?
How did we acquire these donors?
More importantly - how did we communicate with them? what did we do (or not do)to bond with these donors?
My suspicion is that the issue is not simply spreading the
net too wide but also that some charities have failed
to truly connect with these donors - hence the donors
don't care that much and are happy to walk away.
In my experience, truly satisfied and delighted donors
rarely defect - so if a charity fundraiser spends some time
to find our why their donors are defecting -
they can surely do something about it. The situation is
not as hopeless as it seems - even people on fixed
mortgages have good hearts.
Redina Kolaneci
Senior Fundraising & Marketing Consultant
McConkey/Johnston International UK
www.mcconkey-johnston.co.uk