Every ministry experiences donor attrition. It’s a natural part of the fundraising cycle. But a “lapsed” donor doesn’t necessarily mean a lost donor. Many individuals who once supported your mission are willing to give again, but they need a little nudge. Re-engaging lapsed donors can be a highly effective and cost-efficient way to boost your fundraising.
Why Did They Lapse? Understanding the Reasons
Before crafting your re-engagement strategy, consider why donors might have stopped giving. Common reasons include:
- Financial Constraints: Their financial situation might have changed.
- Forgotten: They simply forgot about your ministry.
- Changed Priorities: Their philanthropic interests might have shifted.
- Lack of Communication: They felt disconnected from your work.
- Negative Experience: A past experience (real or perceived) soured their relationship.
Re-Engagement Strategies That Work
Here are a few proven strategies to reconnect with lapsed donors:
- Acknowledge Their Past Support: Start by expressing gratitude for their previous contributions. Use personalized language like, “We remember your generous gift in 2021…”
- Share Impactful Stories: Remind them of the difference their donations made. Focus on tangible outcomes and the lives transformed through your ministry’s work. Use compelling visuals and testimonials.
- Offer Multiple Ways to Re-Engage: Don’t just ask for money. Invite them to volunteer, attend an event, or simply follow you on social media. Provide options that fit their capacity and interests.
- Personalize Your Communication: Avoid generic appeals. Segment your lapsed donors based on past giving history and interests, and tailor your messages accordingly.
- Offer a “Welcome Back” Gift: Consider a small token of appreciation for those who renew their support, like a special thank-you note or a digital resource.
Embrace a Long-Term Perspective
Re-engaging lapsed donors is not a one-time event but an ongoing process. Regularly review your donor database, identify lapsed donors, and implement a consistent re-engagement strategy. By nurturing these relationships, you can turn lapsed supporters into loyal partners in your ministry.
Ready to take your ministry fundraising to the next level? Learn how you can fund your God Sized Mission.