Retaining a lapsed donor, or someone who has given to your organization in the past but has not done so recently, requires a thoughtful approach that acknowledges their past support and motivates them to re-engage with your organization.
Here are some strategies that can help:
1. Reach out with a personalized message: Send a customized message to the lapsed donor, acknowledging their past support and thanking them for their contribution. Use language that makes them feel valued and appreciated, and consider including a story or update that highlights the impact of their past donation.
2. Offer an incentive: Consider offering a special incentive or benefit to motivate the lapsed donor to renew their support. Incentives could be a discount on a membership or event ticket, early access to a new program or service, or an exclusive update or report.
3. Provide multiple giving options: Make it easy for the lapsed donor to renew their support by providing numerous opportunities, such as online giving, mail-in, or phone donations. Ensure that the donation process is streamlined and user-friendly, and consider providing a pre-filled donation form or a link that takes them directly to the donation page.
4. Engage them with your organization’s impact: Share updates and stories about the impact of your organization’s work and how it aligns with the lapsed donor’s values and interests. Use social media, email newsletters, or other communication channels to keep them engaged and informed about your organization’s progress and successes.
5. Follow up: After the lapsed donor donates, follow up with a thank-you message and continue to engage them with your organization’s work. Consider sending regular updates, sharing volunteer opportunities or events, and offering opportunities for deeper engagement, such as joining a donor advisory group.
By following these strategies, you can successfully retain lapsed donors and build a stronger relationship with them over time.
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