Fundraising 101: 10 Things You Need to Know About Reactivating Lapsed Donors
9. Memorial giving
It's important to know which lapsed donors are memorial or honorary contributors, as these individuals typically demonstrate less affinity to your organization. For these types of lapsed donors, consider a three-tiered strategy. First, as you seek to renew their giving support, offer the opportunity to repeat the gift designation used in the initial gift. Second, share data on the positive impact of all gifts of this type on your organization to establish a "team giving" concept and to highlight the importance of these gifts to the mission of your nonprofit. Third, unless donor modeling suggests a high likelihood of reactivation, eliminate these lapsed donors from ongoing recapture efforts sooner than donors with clearer affinity ties to your organization. Use the cost "savings" for more effective annual-giving solicitation strategies.