National Occupational Standards for Fundraising - Skills - Third Sector

SFT F19Manage supporter retentionOverviewThis standard is about managing supporter retention, which is a key strategicfundraising issue. You will need to use supporter segmentation and profilingeffectively and monitor and evaluate the quality of service provided to differentsegments of supporters. You should evaluate appropriate opportunities forsupporter recognition or the provision of added value and ensure that these arean integral part of the overall fundraising strategy. You will recognise theimportance of existing supporters and their potential for income generation aswell as their key role in providing feedback to help inform future fundraisingactivity.It may also be appropriate to plan activities specifically designed to achievegreater loyalty, such as regular giving schemes, or offering a wider variety ofways in which supporters can engage with the organisation. All initiatives mustbe guided by a firm understanding of supporter behaviour and motivation andhow their relationship with your organisation may change over time. It isimportant to consider this in the context of your organisational objectives andthe importance of income generation. You must also ensure that appropriatesystems exist to help you measure the development and retention ofsupporters. As such you will need to ensure that these systems monitor thelevels of support and identify results, trends and changes in supporternumbers, types and values.This standard is appropriate for people in leadership positions responsible forthe development and overview of your organisation’s overall fundraisingstrategy.PerformancecriteriaYou must be able to: P1 interpret supporter giving trends and behaviour to plan furtherfundraising activities using results based evidence, including supporterfeedbackP2 review and appraise the organisation's communication strategy toensure this continues to meet the needs of supportersP3 check appropriate systems are in place to provide data on thedevelopment and retention of supporters in line with organisationalrequirementsP4 calculate and interpret key loyalty metrics to inform decision-makingP5 segment the existing supporter base in line with your organisation’sfundraising strategy61 | P a g e