face to face attrition
Lapsed donor or loyal supporter?
Loyal and lapsed supporters are not a specific type of person, they have no distinguishing personality type nor do they have particular demographic profile. The most successful cold lists for one charity are often the lapsed supporters from another. We know that supporters who lapse from one charity will happily continue to support others; they swap their allegiance and may even return at some future date. Lapsing like loyalty is a behavioural response, motivated by attitudes and beliefs, influenced by external stimuli.
Understanding the supporter sufficiently to predict their behaviour is one of the things we do.
No two supporters attitudes or beliefs are identical, yet there are well proven psychologically models that can be used predict behavioural change. ESP has developed these to be applied into fundraising communication strategies that are proven to increase loyalty and reduce attrition rates.
To see how this can be applied see our Great Ormond Street F2F fundraising case study or contact Glyn.
extra sensory perception l research for marketing l T: 01903 753697 l brooklands house, marlborough road, lancing, west sussex, bn15 8af | research for marketing
