Writer-for-hire Rick Grant takes on a lapsed-donor case

By Richard Deveau

"No," I said, "We should send a couple of planned-giving appeals to the whole lapsed file."

"Planned giving?"

"Sure. Not all lapsing is bad, you know. Some of your donors could be newly retired, living on fixed incomes and, despite your charming personality, still love your mission and want to support your organization."

"And put us in their wills?"

"Exactly."

"Then what?"

"Then I work my magic. We can begin to test offers. I can also add some versioning for lapsed donors to your best-performing packages. Have you ever offered a matching grant?"

"No," she said, "but I have been thinking about doing one and I already know a few donors who would be willing to pony up the dough."

"Then that's where I'll start. Matching grants work well for reactivating donors. I'll write a heartstring-pulling, purse-string-opening letter the likes of which you've never seen."

"You know," she said, "I don't know why I didn't like you at first, but I'm really warming up to you."

"That happens a lot," I said.

"Word on the street is you really have quite a way with words."

"Thanks. I've been told I play a mean alphabet."

"How about a drink? My place?"

I pointed to my wedding ring. "Happily married. Don't want to raise anything but funds with you, Denise. Sorry. Really appreciate the offer, though."

"Oh, well," she said, "can't blame a girl for trying. So when can I expect to see the letter copy?"

"Have it to you in a week."

"OK," she said, "here's my card. My e-mail address and number are on it."

"What an unusual place to put them," I said.

She smiled, reached over wrote another number on the card. "Here's my cell. Just in case you change you mind."

"The only mind that will change will be that of your donors."