The First Six Months Problem: Fixing Early Attrition in Regular Giving
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Details
Early attrition remains one of the biggest challenges in regular giving. While acquisition teams can focus heavily on volume, cost and initial performance, the real value of a supporter relationship is shaped by what happens in the weeks and months after sign up.
In this session, Veronica Jaguite, Senior Individual Giving Manager at Great Ormond Street Hospital Children’s Charity, will share how the team is taking a deeper look at the first six months of the supporter journey, using data from multiple angles to better understand what may be driving early attrition and where there may be opportunities to intervene.
The session will share the questions being asked, what the team is learning, what is being tested and how acquisition and retention teams can work together to build a more sustainable regular giving programme.
Key Learnings from this session:
- How to interrogate early attrition data from different angles.
- How to connect acquisition data with the wider supporter journey.
- How to turn data and insight into practical action.
Speakers
Veronica Jaguite
Senior Individual Giving Manager
Megan Glover
Data and Operations Manager
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