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PKPriya·Charity·LinkedIn
A charity director told me last week that Gift Aid is "an accounting problem"
A charity director told me last week that Gift Aid is "an accounting problem".
It's not. It's a fulfilment problem.
If supporter packs go out late or wrong, the donor never updates their Gift Aid declaration. HMRC requirements force you to chase. The unclaimed-Gift-Aid pile grows. One mid-size charity I spoke to this month had £47k sat in unclaimed Gift Aid — most of it from supporters whose first welcome pack arrived three weeks late.
Fulfilment isn't logistics for charities. It's the first promise the donor sees you keep.
PKPriya·Charity·LinkedIn
The supporter pack is the most under-engineered piece in charity fundraising
The supporter pack is the most under-engineered piece in charity fundraising.
Charities will A/B test the donation page for six months. They will not A/B test the welcome pack.
Welcome pack open-rate, retention-to-second-gift, time-from-sign-up-to-first-pack — these are measurable, repeatable variables that compound. A 4-day delay to first pack cuts 18-month supporter LTV by ~22% in the data I've seen.
Your fundraising team measures donation conversion. Your fulfilment team measures pick accuracy. Nobody measures the bridge between them.
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PKPriya·Charity·LinkedIn·18 May
Q3 supporter mailings: the case for staggered despatch
Q3 supporter mailings: the case for staggered despatch.
Charities batch-mail. It feels efficient. Print run goes out, postage savings are real, the team breathes out.
But staggered despatch — 20% per day over five working days — produces a 38% higher open-rate on the digital follow-up. Because supporters who all open on the same Tuesday morning compete for attention with everything else in their inbox.
Cheaper to batch. More effective to stagger. That is a real trade-off, and most charities don't even consider it.
PKPriya·Charity·Lead magnet·21 May
The Charity Supporter-Pack Checklist
12-point checklist for charity supporter packs: timing, content, despatch-on-time tracking, Gift Aid reconciliation, second-gift trigger. PDF + landing page. Gated download — captures fundraising lead.
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PKPriya·Charity·LinkedIn·7 May
Charity CAC isn’t the cost of acquiring a donor. It’s the cost of keeping one.
Charity CAC isn't the cost of acquiring a donor. It's the cost of keeping one.
We see the fundraising teams. We see the digital teams. We rarely see the donor-experience team — because there usually isn't one.
Every supporter pack is a chance to confirm what they signed up to or undermine it. The charities that thrive in five years will be the ones that ran their fulfilment with the same discipline their grant-writers run their grant cycle.
This is fixable. It just needs to be on someone's desk.