# Rapidata to reduce regular giving attrition with timed messages at 'trigger' points

- Link: https://fundraising.co.uk/2012/07/02/rapidata-reduce-regular-giving-attrition-timed-messages-039trigger039-points/
- Published: 2012-07-02T07:00:00+01:00
- Author: Howard Lake

Charity donation processing specialists Rapidata Services Plc is to use its experience
of regular giving patterns to provide a new service designed to help charities reduce
donor attrition. Its Trigger Communications programmes will help charities and membership
organisations to identify crucial trigger points in the regular giving process that
are known for attrition and which can be counteracted with appropriately timed and
personalised communications from the charity.

## How it works

Rapidata’s team first works with the charity to develop a bespoke programme that
enables it to respond at specific times with appropriate and relevant contacts. 
The charity chooses the trigger points that it wishes to test. It can do so with
a thank you postcard; a welcom call, email or text message after sign-up or first
payment; membership renewals; or other offers.

## Action for Children case study

[Action for Children has been piloting the Trigger Communications service](http://rapidataservices.com/what-we-do/trigger-communication)
since November 2011, using a simple postcard mailing campaign. Rapidata say that
this first campaign succeeded in **more than halving attrition**. After six months
the attrition of new donors had been reduced by almost 60%.

## Advertisement

The campaign has been shortlisted for the Best Use of Direct Mail at tonight’s National
Awards 2012.

Matthew Wenham, Head of Direct Marketing & Relationship Fundraising at Action for
Children, said: “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, said that it was the company’s
insight into regular giving performance that enabled it to determine specific trigger
points for charities and their supporters. “Now,” he said, “Rapidata can help charities
to more effectively engage with their supporters for greater life time value based
on the supporter’s specific payment journey”.

www.rapidataservices.com

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