How to re-engage lapsed donors

Lapsed donors represent great potential for your organization. The fact that they’ve contributed in the past suggests they’ll be inclined to give again, but how can you re-engage them?

Here are 4 suggestions that can help re-engage your lapsed donors:

Be clear about who your lapsed donors are

A lapsed donor is someone who contributed to your organization in the past but hasn’t done so within a defined recent period, such as the last 18 months. Your organization may use a different time period to determine this status; if you use Little Green Light, you can define this time period by customizing your Giving Status definitions as needed.

Target your outreach to lapsed donors

Though they haven’t supported you lately, they aren’t new to your organization so you don’t want to speak to them as prospective donors. A clear way to do this is to thank them for their past support. By acknowledging this history, you’re reminding lapsed donors that you recognize and appreciate their past support. Additionally, share some recent news about your organization in case they aren’t up to date. Keep it brief, but demonstrate the good work that your organization continues to do since the donor’s last gift.

Make it easy to contribute

Give donors the option of donating online. You can even design a form specifically for this appeal. When donors see a message that says, “Yes! I’d like to renew my support” it reinforces the personalization you included in your targeted outreach. If you’re mailing an appeal, include a remittance envelope with your solicitation letter.

Offer options

Some of your donors may have lapsed because of a change in circumstances that prevents them from continuing their financial support. But that doesn’t mean they can’t be re-engaged in a meaningful way. Offer a variety of volunteer opportunities with a range of time commitments. Geng Wang from Civic Champs recommends including micro-volunteer opportunities, which are “shorter, more specialized volunteer activities that require less than one hour and allow you to engage or stay engaged with a wider audience.” Volunteering can offer the perfect way for lapsed donors to stay involved even if they can’t renew their financial support.

Conclusion

Your efforts to re-engage your lapsed donors can prove very fruitful. Whether your targeted outreach results in them renewing their support as donors or as volunteers, it’s worth your time and effort.