Fundraising 101: 10 Things You Need to Know About Reactivating Lapsed Donors
7. Predictive modeling
Use statistical modeling and segmentation methodologies to identify the characteristics of lapsed donors who reactivate their support. Segment the lapsed-donor files using scoring trends, and test reactivation strategies across the scoring spectrum. Although lower-scoring reactivation prospects are less likely to be responsive, you might find that different messages or packages do well in mid- or lower-level scoring cells. If tests reveal that higher scores truly reflect the best prospects for recapture, then reduce or eliminate the solicitation efforts in the lower-scoring segments.