By forensically examining donor attrition data from previous engagement activity, we pinpointed key touchpoints where donors were withdrawing their support and re-organised and re-focused the customer journey to specifically address this behaviour.
In conjunction with this, we developed a series of stronger, more targeted and more relevant communications that helped donors to understand the difference they were making – significantly reducing attrition in the early stages of the donor relationship and improving average donor lifetime value.
The lesson is simple. Thank your donors quickly, from the heart – and keep them informed about the difference they’re making.
