Charity donation processing specialists Rapidata Services Plc is to use its experience of regular giving patterns to provide a new service designed to help charities reduce donor attrition. Its Trigger Communications programmes will help charities and membership organisations to identify crucial trigger points in the regular giving process that are known for attrition and which can be counteracted with appropriately timed and personalised communications from the charity.
Rapidata’s team first works with the charity to develop a bespoke programme that enables it to respond at specific times with appropriate and relevant contacts. The charity chooses the trigger points that it wishes to test. It can do so with a thank you postcard; a welcom call, email or text message after sign-up or first payment; membership renewals; or other offers.
Action for Children has been piloting the Trigger Communications service since November 2011, using a simple postcard mailing campaign. Rapidata say that this first campaign succeeded in more than halving attrition. After six months the attrition of new donors had been reduced by almost 60%.
The campaign has been shortlisted for the Best Use of Direct Mail at tonight's National Awards 2012.
Matthew Wenham, Head of Direct Marketing & Relationship Fundraising at Action for Children, said: "The campaign was very successful with a major reduction in drop off rates amongst those that received the postcards compared to those that didn’t, particularly after the first and second donations. As a result, we are rolling out the campaign and are already planning our next steps with Rapidata."
Scott Gray, Managing Director, Rapidata Services Plc, said that it was the company's insight into regular giving performance that enabled it to determine specific trigger points for charities and their supporters. "Now," he said, "Rapidata can help charities to more effectively engage with their supporters for greater life time value based on the supporter’s specific payment journey".