How to Not Reactivate a Donor

OK, so this example doesn't come from the fundraising world, but it still holds an important lesson to fundraisers who plan to send out lapsed-donor communications in order to get inactive donors to donate once again.

Last month, I received an e-mail from Jiffy Lube with a fairly intriguing offer as the subject line: "$ave with Jiffy Lube." Seeing as I was due for an oil change in the very near future, the offer resonated with me so I clicked through.