Fundraising 101: 10 Things You Need to Know About Reactivating Lapsed Donors
10. Data hygiene
The more deeply lapsed donor pools often suffer a breakdown in data hygiene as they become more distant from active status. Many organizations decrease National Change of Address and address-standardization updates on deeply lapsed donors, and that negatively affects recapture rate. If your organization's fundraising plan dictates that you will attempt to recapture lapsed donors for three years after their last gifts, maintain and update these donor records accordingly. Don't reduce your likelihood of success with poor contact information.
Lawrence Henze is managing director at Target Analytics, a Blackbaud company. Reach him at lawrence.henze@blackbaud.com
Target Analytics' Matt Cobbett, Carol Rhine, Katherine Swank and Laura Worcester also contributed to this article.
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