5 Simple Ways to Recapture Lapsed Donors

If you do nothing else as a nonprofit fundraiser, maintaining a strong relationship with your donors is one of the best investments of time that you can make. However, it's not uncommon for donors to lapse, meaning they have fallen out of touch and/or haven't contributed in the last 12 months or more while not paying on any sort of pledge. Recapturing these lapsed donors is crucial, as they already have a history with your organization and a affinity to give. If done correctly with the right approach, they can often be encouraged to renew their support. Here are five simple and effective strategies to help you reconnect with these valuable contributors.

1. Personalized Re-engagement Communications:

Lapsed donors were once engaged and invested in your cause. Rekindling that connection requires a personalized approach. Audit your communication history to understand their previous interactions and preferences. Use this information to tailor your messages, whether through personalized email or a phone call. Acknowledge their past support without trying to make them feel guilty for their lapse in financial contribution. If you attempt to genuinely rekindle the relationship, the personal touch can reignite their interest and commitment.

2. Segmenting Lapsed Donors for Targeted Campaigns:

Segment your lapsed donors based on factors such as donation size, frequency, and interests. This allows you to create targeted re-engagement campaigns that resonate more personally with each group. For instance, you might send a different message to someone who was a frequent small donor compared to a one-time large donor. Tailoring your approach to these segments shows donors that you recognize and value their unique contributions, which can be a powerful motivator in renewing their support.

3. Exclusive Content and Insider Updates:

Provide lapsed donors with exclusive content or insider updates that aren’t available to the general public. This could include advanced notice of new initiatives, behind-the-scenes looks at your projects, or detailed reports on the impact of donations. The goal is to make these donors feel like insiders and valued members of your community, and to help them remember why they donated in the first place. Everyone loves to feel a part of something exclusive. Offering them a glimpse into the inner workings of your organization can re-spark their interest and remind them why they took an interest in your mission.

4. Impact and Success Stories:

Regularly share impact updates and success stories with lapsed donors. Use various mediums like newsletters, social media, or even personalized letters and phone calls. Highlight how their past contributions have made a difference and showcase recent achievements and ongoing needs. This approach helps lapsed donors see the tangible results of their donations, reinforcing the value of their support.

5. Offering Flexible Donor Options:

Sometimes donors lapse due to financial constraints or changing priorities. Offer them flexible donation options to encourage their return. This could include smaller, more frequent donation plans, or the option to contribute to specific projects they are passionate about. Providing these choices makes it easier for them to recommence their support in a way that aligns with their current capacity.

Recapturing lapsed donors is a critical aspect of nonprofit fundraising. It's about re-establishing lost connections and reminding these individuals of the value and impact of their contributions. If a donor has lapsed, it is your responsibility to re-engage their interest by being proactive, because most of the time they will not come back through sheer coincidence. Remember, it is far easier and time effective to reacquire a lapsed donor than it is to find a completely new one.

Having difficulties recapturing your previous supporters for your nonprofit? You are not alone! Donor retention is a common problem for many nonprofits and we are here to help! Schedule a call with us and we would love to learn how we can help your nonprofit raise more money.