Every organization has lapsed donors. These are donors who previously contributed to your organization, but for whatever reason they haven’t renewed their support. Their prior giving is evidence that they believe in your mission, though, and it’s a good indicator that they may give again. What can you do to try and win back their support?
The very first thing you should do is determine your definition of a lapsed donor. Many organizations consider a lapsed donor to be someone who hasn’t made a gift in over 12 months. A donor management system like Little Green Light makes it easy to identify lapsed donors.
Your lapsed donors have great potential to donate to your organization, but they won’t give unless they’re asked. And how you ask is key. If you’re sending the very same appeal letters and mailings to your lapsed donors as you are to your active donors, you may not enjoy much success in reactivating those lapsed donors. Personalization is key to re-engaging your lapsed donors. That takes time and effort, but the rewards for your organization are well worth it!
As you craft your targeted communications to lapsed donors, it’s important to consider the following:
Need some inspiration to get started? We love this story from Cause & Effect about how a non-profit in Rhode Island loved their lapsed members back.
Have you implemented a successful strategy for re-engaging your lapsed donors? We’d love to hear about it in the comments!
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