I was de-briefed on some research a while ago. During one of the workshops a female donor had said that she dreaded canceling a direct debit because she knew that she’d get a phone call asking her to start again. 

This fear was enough to stop her canceling. There was no enjoyment or value for her in the relationship she had with the charity. They only continued to receive her money because she did not want to go through the trauma of a reactivation programme.

As she shared this view, the other members of the group nodded in agreement. Sadly, this was both an amusing and bonding moment for them. 

It was as if they had united behind her against the charity.