Find the Gold in Your Fundraising This Fall
Go after your lapsed donors — with vigor and love
It's your lapsed donors who may not be getting the special treatment that your current donors are getting. BUT … they have already voted in the past that they believe in you. They voted with their money.
And maybe they drifted away because you didn't shower them with enough appreciation. Maybe they drifted away because their finances got tight.
But I bet you can get them back into the fold! Try a phonathon to all lapsed donors that says: "We love you! We miss you! We want you back!"
Now, I don't know about you, but if an organization said this to me, I just might come back! What would you do? See, the tone of this appeal above is charming. It's friendly. It's casual and fun. It can capture a donor's heart.
Just look at all the lapsed donors in your database. Add up the value of their gifts. Then, after you faint over the total amount of money that has slipped away from you, get to work. Organize your board members into a phonathon, and call your lapsed donors. It's an easy call to make. And it sounds like fun — something that's in short supply these days.
Studies have shown that securing business from a new customer costs 10 times more than it costs to get more business out of a current customer. This also applies to nonprofits: It costs far less to upgrade a current donor or to renew a former donor than it does to secure a new funder. So let's take the kinder, gentler route. FS
Gail Perry is a fundraising coach and consultant, and author of "Fired-Up Fundraising: Turn Board Passion Into Action." Reach her at GP@GailPerry.com