Making the Right Call
I started out by saying that virtually everyone understands the superior value of reactivating lapsed donors. Perhaps you need more evidence to be convinced of that premise. Reactivated lapsed donors produced a 4 percent better annualized response rate over new donors while nearly maintaining the average gift. While 4 percent may not seem like much, this translates to an 8 percent improvement in the ROI annually.
In addition to being more cost-effective to reactivate a lapsed donor, the overall value of this individual is comparatively better — even when you factor in a slightly lower average gift.
So go ahead … get started. Integrate telemarketing into your campaign mix — chances are you'll see those formerly inactive donors spring back to life. We found it to be the right call. FS
Randy Brewer is president and CEO of Brewer Direct. Reach him at firstname.lastname@example.org