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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.