Reasons for lapse: the case of face‐to‐face donors

Abstract

INTRODUCTIONFace-to-face fundraising was adopted in the UK for the first time in 1997. It differs from traditional forms of street collection in that the solicitor is typically employed by an agency, rather than being a volunteer, and the donor is asked, not for a cash gift, but rather for a committed, regular gift deducted automatically each month from their bank account or credit card. The technique has grown enormously in popularity, recruiting many hundreds of thousands of new donors each year to both charities and pressure groups alike.

An investigation of the giving behavior of loyal, lapsed, and non‐givers to a religious organization

“…College tuition and requests for donations from other charities compete with the annual campaign for resources. These reasons are consistent with those found in previous research (Khumawala, 1999;Sargeant and Jay, 2004).…”

“…The findings of this study found evidence to support the findings of Sargeant and Jay (2004) concerning changes in financial status of givers. Although recent changes in household financial status were not measured, there was significant difference between the donor groups in financial status, measured as household income, and the amount of the gift.…”

“…Donors' perceptions of the quality of a charity's relationship marketing were strongly associated with their perceptions of the relationship-building characteristics of the organization's advertising in terms of the ability of the advertising to convey personally relevant messages and to generate feelings of trust in and commitment to the charity (Bennett and Barkensjo, 2005). Sargeant and Jay (2004) studied the reasons for lapse among face-to-face recruits. The researchers compared the attitudes of both active and lapsed supporters.…”

“…Segmentation studies of donor populations have found differences among donors of different gender, occupation, age, and income (Sargeant and Jay, 2004). The impact of organizational factors on giving behavior has also been studied.…”

Second‐gift behaviour of first‐time donors to charity: an empirical study

“…Of particular interest in the context of the current investigation are studies that focussed on donor lapse and retention. In this connection, Sargeant and Jay (2004) and Sargeant and Hudson (2008) highlighted the importance of post-donation service quality, especially in relation to communications with donors, as a determinant of whether subsequent donations would be made. Bendapudi et al's.…”