When donors stop giving, formulating a strategy for reactivating lapsed donors is extremely important. “How to Reactivate Lapsed Donors – Tools & Tips” provides proven strategies needed to reignite the connection you once had with your donors and to motivate them to become active in your organization once again, creating a more stable and reliable donor base.
What is a Lapsed Donor?
A lapsed donor is a supporter who hasn’t contributed to your organization in a year or more. Some organizations believe that time frame should be 25+ months, but I believe by that time it may be too late to reach most donors.
Why do Donors Lapse?
Think about your past stewardship efforts. Did you thank the donor for each gift they gave? Did you show donors how their contributions were being used? Were you communicating enough throughout the year and in different ways?
Why it’s Important to Reactivate Lapsed Donors
Reactivating lapsed donors is a significant revenue opportunity.
1. Since they have already donated to your organization in the past, they have a connection. This past connection makes them excellent prospects for future contributions.
2. Lapsed donors are more reliable than new donors who have yet to contribute. As such, reaching out to donors who no longer give to your organization is more cost-effective than paying for an expensive rental list of those who have no connection to your organization.
3. They generally give bigger gifts than new donors.
How to Get Lapsed Donors to Give Again?
Lapsed donors will only start giving again if you directly ask them to do so. Here are a few suggestions on how to reactivate these donors and get them to start giving again.
How to Reactivate Lapsed Donors
Send a Reactivation Letter
Send low/mid donors a reactivation letter. Call high/major donors or meet with them face-to-face.
What to Say in the Reactivation Letter
Thank Your Donors
Thank donors for their past support and tell them why you consider them to be an important part of your cause’s past success.
Tell Your Donors You Miss Them
Write a heartfelt message to each of your lapsed donors about how they are missed. The goal of this messaging is to make lapsed donors feel valued. Focus on connecting your donor to the people they helped in stead of the organization.
Share a Story and Show Impact
Reference their past support and tie their previous donations to specific outcomes showing impact. This is accomplished by sharing an emotional story of something or someone who needed the donation, and the positive impact it has had on their life. Read this article for best storytelling strategies for fundraisers for tips on how to create compelling appeal letters.
Show Need and Urgency
Convey the reason the donor’s support is still needed and why it is needed sooner, rather than later. Help donors understand that their contributions make a difference and that you cannot do your work without them.
Ask Them to Rejoin Your Cause With a Call to Action
A call to action is content that encourages your donors to take action or to do something. Oftentimes it is in the form of a link or button. This can be an ask to make a contribution on a donation form, a newsletter sign-up, or a prompt directing them to read more. It is important to not let lapsed donors leave your direct mail or email appeal without taking some sort of action.
For higher dollar donors, your call to action can be in the form of a tour, an invitation to an event, or a face-to-face meeting.
Consider Modeling Co-ops
It’s often beneficial for larger organizations to look into modeling for co-ops. Through this method, they can identify which of the lapsed donors are currently giving to other organizations. Once identified, these will be the lapsed donors you focus on reactivating because they will be the ones who are most likely to give to your organization too.
Reactivating lapsed donors and getting them to start giving again is key to the long-term success of any nonprofit. A plan that entices donors to reinvest in your organization should be a part of every nonprofit’s giving strategy.
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