Strategies To Retain Recently Lapsed Nonprofit Donors

In article #1 of this four-part series on donor retention and gratitude we discussed the benefits of thanking donors in a manner that resonates with them personally. In article #2 we looked at what will make your thank you stand out. In article #3 we looked at how donor retention strategies vary by different donor categories and segments, and specifically focused on renewing first-time donors. Today we'll look at strategies for lapsed donor renewal. Because if you (or your predecessors) haven't assiduously followed all the donor retention strategies discussed in the first three articles in this series, you're going to have a bunch of lapsed donors.

Don't despair! You can win some of them back.

But, just like with all categories of donors, so-called lapsed donors are not created equal.

• Donors who gave last year for the first time, but not yet this year, are very warm.
• Donors who gave sometime in the past two to three years are warm.
• Donors who've not given more recently than two to three years ago are tepid.

Long-lapsed givers are not lapsed; they're former donors.

Recently Lapsed Donors are More Warm than Cold

Unlike 'cold' prospects, recently lapsed donors have already demonstrated enough of a belief in your mission to have sent you a gift. Per fundraising expert Kent Dove, charities typically can expect to receive an 11% response rate from a mailing to lapsed donors. They're too valuable to let them fade away without making a concerted effort to win them back.

Give Recently Lapsed Donors the Benefit of the Doubt

Assume they have the best of intentions. You'll be surprised how many will follow through and renew.

7 RECOMMENDED STRATEGIES:

1. Send a "We miss you" letter or email reminding them of the impact of their past giving.
2. Note in your letter how much they gave last year.
3. Follow up with a phone call.
4. Follow up your phone call with a hand-written note.
5. Simultaneously invite your donor to become further engaged.
6. As a last ditch effort, send a brief personal note from someone perceived as a VIP.
7. If they still do not renew, include them in your next donor acquisition mailing.

Find Out Why Your Donors Leave

All of the primary reasons donors leave are related to poor communication. If you can figure out why your donors are failing to give again you stand a much better chance of renewing them.

3 RECOMMENDED STRATEGIES:

1. Send a brief survey to lapsed donors.
2. Invest in NCOA (National Change of Address).
3. Invest in a deceased suppression process.

Don't give up on folks who've supported you in the recent past!