High attrition is fault of charities, says PFO

Fundraising | Becky Slack | 1 Nov 2007

The debate about acceptable levels of attrition was reignited last month after charities were accused of handing over too much control to agencies.

Speaking at the Where Now for Face-to-Face Fundraising conference in September, Rupert Tappin, managing director of Future Fundraising, told charities that as long as they left the matter in the hands of the PFOs, attrition levels would never decline.

“Payment systems often don’t encourage PFOs to minimise attrition because, beyond an initial period, they still get paid even if the donor cancels their direct debit,” he said. “Also, charities often rely on PFOs to supply them with the stats and figures associated with attrition rates so they have not got enough control over this,” before adding that if charities can’t measure attrition and report it to the PFOs, the PFOs will never be commercially motivated to deal with the issue effectively.

UK charities currently report anywhere between 25 and 80 per cent attrition rates for street and door-to-door fundraising. However, some international charities have reported levels much lower – even down to as much as 10 per cent – a claim a number of UK PFOs in the conference audience said was impossible.

Following the debate by delegates, the Public Fundraising Regulatory Association said it would form a user panel to discuss whether a benchmark for attrition is feasible. Anyone interested in participating should email info@pfra.org.uk

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