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.

Edwina Newcombe and Caoileann Appleby 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. 

Edwina Newcombe

Edwina is one of the driving forces on the Ask Direct Insight Team. 

As Head of Research, Edwina leads the research function within Ask Direct, planning and executing our work on donor and supporter research.

In recent years she had led donor research projects for major Irish charities such as Dogs Trust, Cork Simon, Barnardos, Movember and Arthritis Ireland along with a series of consortium research projects across the Irish charity sector.

As Strategy Director she is responsible for the strategic thinking, creative direction, data analysis, research and assessment involved in executing outstanding fundraising campaigns.

With a background firmly placed in fundraising before joining our team 15 years ago, Edwina worked as an individual giving fundraiser for Barnardos and Amnesty International.