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”.