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

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.