How to Re-Engage Lapsed Donors in Your Organization
A lapsed donor is one who has lapsed from giving for at least a calendar year. They are the most significant donors to focus your efforts on re-engaging, because they have already demonstrated an interest in your organization.
There are several ways to re-engage these lapsed donors. Here are some suggestions that you can pick and choose from to implement within your organization.
- Identify those donors who gave last year and have yet to donate this year. These are your lapsed donors.
- Add up the total giving from these lapsed donors. Surely after seeing this number, you will want to spend some time trying to recapture them.
- Segment out the major donors from this list. A major donor giving level will vary from organization to organization (i.e. $250, $500, $1,000).
- Share this list with your development committee of the board and discuss the plan of action.
- Have board members identify those who they can personally call on.
- Intend to call on these donors either through personal visits or telephone to secure a gift commitment.
- Plan to send a specialized segmented direct-mail letter to all others not identified as major donors.
You could also use this same strategy for each appeal that you send out to be proactively trying to prevent lapsing from occurring in the first place.
For more help with a strategy, visit this link here. And, for a sample copy of a lapsing donor direct-mail appeal letter, email me here.
As a “top-in-the-field” Certified Fund-Raising Executive, who has been billed as one of LinkedIn’s top philanthropy voices of the year, Robin Cabral has the skills and experience to focus your efforts, drive your results and enhance your ability and confidence through easy-to-understand and informative strategies, tools and templates.
Helping fundraisers just like you excel and succeed in their careers through her unique programs, her approach is customized for those new to fundraising, wanting to excel in their new fundraising job or role, or advance in their career. She serves both fundraising professionals and executive directors alike.
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