Session: My donor ghosted me: what research tells us about why supporters stop giving - and how you can reconnect

Why do your supporters stop giving? Why do they keep giving to others – but not you? And how can we inspire them to start again?  Donor retention is key to long-term fundraising success, and in a market where acquisition is increasingly challenging and costly, fundraisers need practical actions rooted in real-world evidence.

Caoileann Appleby and Edwina Newcombe explore the factors that drive donor attrition, and how to successfully engage lapsed donors to reactivate their support. Drawing insight from Ask Direct’s Conversations with Supporters donor research, they will reveal the reasons behind donors decisions to stop giving, the psychology behind choosing which charities to stop supporting, and what can inspire them to re-engage.

Using real-world examples, they will demonstrate how organisations have used these insights to enhance their individual giving programs. Through tailored reactivation campaigns, personalised messaging, and improved donor stewardship, charities can build stronger, more enduring relationships with their supporters – and recover lost income. 

Caoileann Appleby

Caoileann Appleby is a Strategy Director at Ask Direct: she has worked in Ireland and the UK with a range of clients from large universities to small environmental organisations, international development, healthcare, housing, and lots in-between. She has also been an active volunteer with Abortion Support Network and Together for Yes, and is currently Chair of Hyperemesis Ireland, a small all-volunteer health-focused charity. She focuses particularly on strategic planning and has presented at conferences in Ireland, the UK and the USA on digital fundraising, campaigns, small charities, and more.