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Donor retention: an exploratory study of door-to-door recruits

Hudson, Jane; Sargeant, Adrian

Authors

Jane Hudson

Adrian Sargeant



Abstract

Door-to-door fundraising, where recruiters knock on the door of domestic dwellings to solicit a regular donation, is an increasingly popular recruitment technique. However, reported levels of attrition remain unacceptably high and in some cases charities may lose up to 50% of their new recruits in their first year of giving. In this exploratory study of 5000 active and 5000 lapsed recruits the demographic and attitudinal profiles of each group are compared. The paper concludes that lapsed donors are significantly younger than active recruits and experienced some form of pressure at the point of recruitment. Lapsed supporters were also significantly less happy with the quality of ongoing communication.

Citation

Hudson, J., & Sargeant, A. (2008). Donor retention: an exploratory study of door-to-door recruits. International Journal of Nonprofit and Voluntary Sector Marketing, 13(1), 89-101. https://doi.org/10.1002/nvsm.301

Journal Article Type Article
Publication Date Feb 1, 2008
Deposit Date Dec 14, 2010
Journal International Journal of Nonprofit and Voluntary Sector Marketing
Print ISSN 1465-4520
Publisher Wiley
Peer Reviewed Peer Reviewed
Volume 13
Issue 1
Pages 89-101
DOI https://doi.org/10.1002/nvsm.301
Keywords donor retention, fundraising, charity, nonprofit marketing
Public URL https://uwe-repository.worktribe.com/output/1015046
Publisher URL http://dx.doi.org/10.1002/nvsm.301


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