How to Reactivate Lapsed Donors in Nonprofit Fundraising

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How to Reactivate Lapsed Donors in Nonprofit
Fundraising

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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

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Nonprofit Fundraising

• Whos a Lapsed Donor?
• Organizations that hold major fundraising every
  two years 24 months of inactivity
• Organizations that hold regular fundraising 12
  months of inactivity

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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

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Nonprofit Fundraising

• An Example of a Lapsed Donor Program
• 16 to 18 months Phone call or mailing with an
  offer thats 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 youre taking in,
  you need to let donor go

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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. Theyre a
  potential source of needed funding and should be
  nurtured with communications

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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.