Regular giving loyalty is about more than just mailings and communication. Research from Rapidata shows that national and world events play a role too. Scott Gray shares the research, and explains how charities can combat and capitalise on major events.

Major events, whether good or bad, national or global, can and do impact regular giving. Insight from the latest analysis of direct debit cancellation trends clearly suggests that fundraisers looking to reduce attrition rates could well be wise to plan and time communications strategies around major events, in particular those that inspire a ‘feel-good factor’.