How to Reactivate Lapsed Donors in Nonprofit

Fundraising

Nonprofit Fundraising

It costs a lot more money to acquire new donor than to maintain existing one

Donors lapse for many reason, a lost of interest in your organization or another organization has taken your place in their heart and wallet

Good news is lapsed donors begin to give again with some nudging

Nonprofit Fundraising

Who’s a Lapsed Donor?

Organizations that hold major fundraising every two years – 24 months of inactivity

Organizations that hold regular fundraising – 12 months of inactivity

Nonprofit Fundraising

An Example of a Lapsed Donor Program

Busy lives keep donors from keeping track of donations

Nonprofits should do the record keeping and reminding for donors

Here are recommended actions for donors last donations date Nine months – Phone call or letter containing update,

and request for dollar amount no higher than last gift One year – Direct mail using lapsed language 13 months – Letter of concern indicating more than a

year of no contact

Nonprofit Fundraising

An Example of a Lapsed Donor Program 16 to 18 months – Phone call or mailing with an offer

that’s lower than their last gift including lapsed language

21 to 24 months – A final phone call or mailing indicating a gift that will be matched dollar for dollar

25 or more months – On occasion, mail the appeals with lapsed language

Tracking your results is the most important part of lapsed donors

If you are spending more than you’re taking in, you need to let donor go

Nonprofit Fundraising

Not all Lapsed Donors are Created Equal Few things to keep in mind with lapsed donors:

Segment out lapsed donors from current donor population and speak to them differently

Lapsed donors still see themselves as current donors. Remind lapsed donors of their status by calling out last gifts or asking them to come back

Lapsed one time donors are different from multi-gift donors

Best communication channels is to use letter, then phone call

Lapsed donors cannot be ignored. They’re a potential source of needed funding and should be nurtured with communications

About the Author

Edward Phillips, MBA, is chief creative officer of IPM Advancement, a leading

nonprofit fundraising company. Visit us at

http://www.ipmadvancement.com or call 623-687-3908 for more information about Nonprofit

Fundraising.