Royal National Institute of Blind People (RNIB) is the UK’s leading charity offering information, support and advice to almost two million people with sight loss.

Edge Digital, in partnership with The Really Helpful Marketing Company, manage and deliver the charity’s email donor retention programme to support the ‘face to face’ donor activity.

Research proves that many people who sign-up to donate to a charity will go on to cancel their donation within a short time-frame. To reduce this attrition rate, Edge are sending out welcome emails, followed by monthly update emails to all donors to assure them that their money makes a real difference. This approach reduces churn and builds a loyalty and engagement with each donor – ultimately increasing the money given to the charity.

Nick Mitchell, MD at Edge comments “Email offers a very quick method to reach a donor shortly after they have signed-up – which is a high-risk time for drop-out. Beyond the welcome message, every donor then goes into a monthly cycle of email messages which update them on what the charity is doing and how their money is gratefully being used. This is a very worthy cause and we are delighted to be working with RNIB”.