Charities should rethink fundraising strategy, says research

Charities should reconnect with donors straight after they have made a donation to encourage long term commitment, according to research.

Cats Protection
Cats Protection

Direct marketing agency DMS, which specialises in the charity sector, says that while most charities currently avoid asking supporters to give more money shortly after donating, they should rethink the strategy because recent cash donors are most likely to become regular givers.

The research, carried out with animal charity Cats Protection found that nearly half of people that commit to regular giving have made a gift or purchase from the charity within the previous 60 days.

DMS says the findings could have a marked impact on how charities approach donors through fundraising campaigns.

Cats Protection runs a network of 253 volunteer-run branches and 29 adoption centres.


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