Regular Giving Grows for Third Consecutive Year in U.K., Fundraising Report Finds

Adrian Sargeant, Professor of Fundraising at Bristol Business School and at the Center on Philanthropy, Indiana University-Purdue University Indianapolis, previewed the tracking report and responded:
“Another great report, packed full of genuinely useful information that fundraisers can employ to help them manage retention. While the data paints a largely optimistic picture of the regular giving landscape in the UK, it remains clear that charities are still losing an unacceptably high proportion of their regular giving file each year. There is therefore no place for complacency. As a sector we
need to continue to focus on donor loyalty, identifying ways in which we might add value for donors.

“We also need to get smarter at recruiting the right donors into our organisations in the first place, taking investment decisions in respect of acquisition that are guided by the return on lifetime value that would accrue and avoiding short-term and potentially misleading measures such as immediate ROI.”