Rapidata New Communications Launch | News
Pilot reduces supporter attrition by 60% in first 6 months
Rapidata, unveils its unique Trigger Communications service that enables charities to tackle supporter attrition and to build deeper long-term relationships with supporters and members. Best known for processing and reporting on charity donations, Rapidata has developed the new service based on its specialist insight into regular giving patterns. The new Trigger Communications programme guides clients to identify crucial trigger points along the regular giving timeline that are known for attrition and can be counteracted with proactive, personalised scheduled communications from the charity.
Action for Children has been piloting the new service since November 2011, using Rapidata’s Trigger Communications to tackle new donor attrition with a simple postcard mailing campaign. This first campaign succeeded in more than halving attrition; at six months, attrition of new donors had been reduced by almost 60%. In recognition of its innovation this campaign is a WINNER at the IoF’s National Awards 2012, for Best Use of Direct Mail.
“Attrition is a big issue for charities in general and we were keen to find a way to reduce rates amongst our own donors,” said Matthew Wenham, Head of Direct Marketing & Relationship Fundraising at Action for Children, “Rapidata proactively assessed the issue and presented us with a solution: their Trigger Communications. The campaign was very successful with a major reduction in drop off rates amongst those that received the postcards compared to those that didn’t, particularly after the first and second donations. As a result, we are rolling out the campaign and are already planning our next steps with Rapidata.”
Scott Gray, Managing Director, Rapidata Services Plc, states, “Regular and committed giving relies on firm, long standing relationships with your supporters.
“Now, Rapidata can help charities to more effectively engage with their supporters for greater life time value based on the supporter’s specific payment journey. Our insight into regular giving performance places us in a unique position to determine specific trigger points for carefully timed supporter contact.”
“Extensive testing has produced staggering results in reducing initial no-shows, supporter attrition and revenue uplift. Any charity practicing regular giving fundraising can benefit significantly from this new form of supporter relationship programme and should test.”
Rapidata’s team works closely with the charity to develop a bespoke programme that enables it to intelligently respond at specific times with appropriate and relevant contacts. The charity can choose the trigger points they wish to test and utilise a host of messaging combinations; these may range from a simple thank you postcard or welcome call/email/SMS immediately after initial sign up or first payment, to membership renewals and offers, alerts to special appeals, newsletters, upgrades, or even an acknowledgement of cancellation with an offer to reactivate.