8 Tried-And-True (Secret) Individual Donor Fundraising Action Tips
Our Ask An Expert series features real questions answered by Claire Axelrad, J.D., CFRE, our very own Fundraising Coach, also known as Charity Clairity.
Today’s question comes from a fundraiser who needs advice on how to re-engage lapsed major donors.
Dear Charity Clairity, We have several major donors who have lapsed giving (that is, they used to give and now don’t). I’ve been tasked with re-engaging them in advance of our annual fall campaign. A couple of them I’ve heard have had a change in circumstances. One whose circumstances haven’t changed, though, gave annually for 10 years at an average of $5,000 and just stopped giving 3 years ago. How do you suggest I approach the situation?
— Puzzled about Lapsed Donors
Dear Puzzled,
Re-engaging lapsed major donors is one of the most challenging — and yet most potentially rewarding — tasks in fundraising. And you’re right to approach them differently depending on their circumstances.
Let me share how I’d think about each scenario.
1. Lapsed donors with a change in circumstances
If you know a donor has had a change in circumstances (e.g., health issues, financial changes, family situation), the first order of business is empathy. Your first outreach should not be a solicitation. It should be a personal call or note to ask how they’re doing, express that you miss them, and let them know you value the relationship — regardless of whether they’re able to give right now.
This is not just the kind thing to do; it’s also the smart thing to do. Donors who’ve had a change in circumstances often come back to giving when their situation improves. If they feel that you dropped them when their giving stopped, they’re unlikely to return. If they feel valued and cared for as a person, they’re much more likely to re-engage when they’re able.
2. Lapsed donors without an apparent change in circumstances
This is the more puzzling scenario, and it’s the one you’re most focused on: a donor who gave consistently at a significant level for 10 years and simply stopped, with no apparent reason. Here’s how I’d approach it:
Step 1: Do your homework. Before reaching out, review your records. When did they last give? What was the nature of your last contact with them? Did anything happen around the time they stopped giving (e.g., a change in leadership, a public controversy, an unacknowledged or improperly acknowledged gift)? This research might surface a clue.
Step 2: Reach out personally. A personal phone call is the best first move. Your goal is not to solicit — it’s to reconnect. Something like: “I’ve been thinking about you and wanted to reach out. We miss you and value the relationship we’ve had with you over the years. I’d love to catch up.”
Step 3: Listen. When you connect, listen more than you talk. Let them tell you how they’re doing. If they bring up why they stopped giving, take note. If they don’t bring it up, you might gently ask: “Is there anything we could be doing differently that might make you want to re-engage with us?”
Step 4: Be patient. Re-engaging a lapsed major donor is rarely a quick process. It may take several touches over the course of a year or more before you’re in a position to make an ask. Don’t rush it.
Good luck — and remember that the fact that they gave so consistently for so long is a very good sign. They cared deeply at one point. Your job is to rekindle that caring.
— Charity Clairity
Have a question for our Fundraising Coach?
Please submit your question here. Remember, there are no stupid questions! If you need an answer, it’s likely someone else does too. So help your colleagues by asking away. Please use a pseudonym, like “Puzzled about Lapsed Donors” did, if you prefer to be anonymous.
