Are we chasing a relationship with supporters they no longer want?

There used to be a time when customers were loyal to their favourite shop, to their electrician or to their favourite charity.

But in recent years the number of people giving monthly has decreased in favour of ad hoc donations. Younger generations are even more promiscuous than baby boomers with the lowest levels of regular giving. It may be time for charities to accept that we may be chasing a relationship with supporters that they no longer want, and work out what to do about this fundamental change in supporter behaviour.

Read the full article on the CharityComms website

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