Fundraising
Frequency cap
Formal definition
Frequency cap is an operating term in fundraising focused on increasing supporter retention and lifetime value through better proposition and stewardship design.
What this actually means for you
For day-to-day delivery, Frequency cap should be documented clearly and applied consistently; connect ask strategy to segment behaviour, response history, and stewardship capacity.
Example: During a planned change window, teams apply Frequency cap as follows: the appeal team tailors ask ladders by segment and adjusts follow-up timing based on response trends. They then update team templates, reporting packs, and operating checklists for the next cycle.
Related guides and whitepapers
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