Charities around the world face a significant challenge when it comes to sign-up cancellations. Within the first 24 hours of a street sign-up, an alarming 22% of individuals experience a change of heart, resulting in terminated direct debits. However, there is hope. Building on the success of our collaboration with RNIB, where we achieved a remarkable drop in churn rates, we have developed a rock-solid blueprint to minimise sign-up cancellations. In this blog, we will explore the three foundational steps that every charity can adopt to effectively address this issue and improve donor retention.
Prompt Thank You Follow-Up
The journey towards reducing sign-up cancellations begins the moment a prospective donor signs up with the charity. Utilising technology to its fullest, a data feed from the tablet or device used during the sign-up process is immediately sent to an automated email server. This triggers the delivery of a branded thank-you email instantaneously. Before the donor has even said goodbye to the charity representative, they receive a heartfelt expression of gratitude in their inbox.
The goal of this prompt thank-you follow-up is twofold. Firstly, it demonstrates appreciation to the donor, acknowledging their decision to support the charity’s cause. Secondly, it creates an instant connection with the organisation, increasing the likelihood of building a lasting relationship with the donor.
Highly Personalised Thank You
Being quick to send a thank-you email is crucial, but personalisation takes it a step further. Personalisation allows the charity to engage meaningfully with the donor, making them feel valued and special. Dynamic content is employed to pull in personalised details about the charity representative who signed them up, including their picture and a personalised message.
By referencing the location of the sign-up and mentioning the conversation, the charity further emphasises the individualised approach they are taking. For example, a thank-you email might read: “Jack, it was lovely to meet you today on Oxford Street, London. Thank you for your time and a huge thanks for your kind donation to our great cause…”
This level of personalisation creates an emotional connection between the donor and the charity, leaving a lasting positive impression on the donor’s mind.
Stay in Touch and More Personalisation
To ensure the donor’s commitment doesn’t waver in the days following sign-up, a second reassurance email is sent out two days later. This email contains additional personalisation elements, such as mentioning the specific monthly donation value and highlighting the impact it will make on the charity’s mission.
By informing the donor that their £3 per month will provide clean water to 16 people daily in a specific location, the charity reinforces the significance of the donor’s contribution. This approach not only nurtures the relationship but also emphasises the donor’s crucial role in the charity’s efforts.
The Journey Continues
The steps outlined above represent only the beginning of a comprehensive strategy to minimise sign-up cancellations. There is much more that charities can do to foster strong donor relationships and reduce churn rates further.
Ongoing Engagement and Impact Updates
After the initial thank-you emails, charities must maintain regular communication with their donors. Providing updates on the impact of their contributions and sharing success stories allows donors to see the tangible outcomes of their generosity. This ongoing engagement keeps donors connected to the charity’s mission and encourages long-term commitment.
Personalised Events and Acknowledgments
Recognising donors on special occasions, such as birthdays or anniversaries of their sign-up, creates a sense of camaraderie and appreciation. Charities can organise personalised events or small gatherings to show gratitude and strengthen the bond between donors and the organisation.
Donor Feedback and Support
Welcoming donor feedback and actively seeking suggestions for improvement shows that the charity values their input. Responding promptly to donor inquiries and providing excellent customer support helps build trust and fosters a sense of partnership.
Minimising sign-up cancellations is a pressing challenge for charities, but it is not an insurmountable one. By adopting a personalised and thoughtful approach to donor communication, charities can build strong relationships that stand the test of time. Prompt thank-you follow-ups, highly personalised communications, and ongoing engagement are the building blocks of a successful strategy. As charities continue to refine their approaches and embrace new opportunities for connection, they can look forward to a future of sustainable donor support and an even greater impact on the causes they champion. If you are interested in learning more about the additional steps that follow our blueprint, feel free to get in touch with us.
