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How can you re-engage donors who have stopped supporting your outreach efforts?

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Donors are the lifeblood of any community outreach program, but they can also be fickle and unpredictable. Sometimes, they stop giving for reasons beyond your control, such as financial hardship, personal issues, or changing priorities. Other times, they lose interest or trust in your organization, your mission, or your impact. Whatever the case, re-engaging donors who have stopped supporting your outreach efforts is not impossible, but it does require a strategic and thoughtful approach. Here are some tips to help you reconnect with your lapsed donors and inspire them to give again.

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Oluwatoyin Christiana Olajide (PhD)

Erasmus+ Scholar; a Dynamic Bridge between Gender and Development Knowledge Production and Gender Transformative…

1 Identify your lapsed donors

The first step to re-engage donors who have stopped supporting your outreach efforts is to identify who they are and why they stopped giving. You can use your donor database, CRM system, or other tools to segment your donors by recency, frequency, and amount of giving. You can also analyze their giving history, communication preferences, and feedback to understand their motivations, interests, and expectations. By identifying your lapsed donors, you can tailor your re-engagement strategy to their specific needs and preferences.

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Oluwatoyin Christiana Olajide (PhD)

Erasmus+ Scholar; a Dynamic Bridge between Gender and Development Knowledge Production and Gender Transformative Practice
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It's important to first be realistic about why the donors stopped supporting. This can be done by consulting reports, including evaluations and documentation of feedback from the donor. Information extracted from this exercise will inform the next strategy for re-engaging with the donor. Based on identified causes, strategies can range from aligning with donor interest or making internal changes where the donor has expressed concerns about organizational competence.

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2 Reach out with empathy and gratitude

The second step to re-engage donors who have stopped supporting your outreach efforts is to reach out to them with empathy and gratitude. You can use various channels, such as email, phone, social media, or direct mail, to communicate with your lapsed donors, but make sure you are respectful, personal, and authentic. You want to acknowledge their past support, express your appreciation, and show them how their donations made a difference in your community. You also want to empathize with their situation, whether it is financial, personal, or otherwise, and let them know that you care about them as individuals, not just as sources of funds.

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Isabella Berg

NYU Global Public Health & Social Work Student | Langone/Northwell Intern
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Re-engaging donors who have stopped supporting your outreach efforts involves thoughtful communication, demonstrating impact, and building a renewed connection. Consider crafting personalized messages that acknowledge the donor's past contributions and express gratitude. Highlight the specific impact their support has made on your organization's mission.

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3 Update them on your progress and impact

The third step to re-engage donors who have stopped supporting your outreach efforts is to update them on your progress and impact. You can use stories, testimonials, photos, videos, or other forms of content to showcase your achievements, challenges, and opportunities in your community outreach program. You want to demonstrate how you are fulfilling your mission, addressing the needs of your beneficiaries, and creating positive change in your community. You also want to highlight how your lapsed donors can contribute to your ongoing and future efforts, and how their support can make a difference.

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Amy Rolloque

Social Work & Injury Prevention Specialist |Road Safety Specialist/ Global Road Safety & Drowning Prevention Advocate | Consultant & Policy Advocate/ WHO-BIGRS Legal Development Programme Fellow 2018 and beyond ??
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One thing I've found helpful is making them aware of what's happening about me and the program. I send them an email and build a long-lasting relationship. Also, when I'm using social media I try to tag or name-drop the company or organization to give the recognition they deserve.

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4 Invite them to get involved and give feedback

The fourth step to re-engage donors who have stopped supporting your outreach efforts is to invite them to get involved and give feedback. You can offer them various ways to engage with your organization, such as volunteering, attending events, joining a committee, or signing a petition. You want to make them feel valued, connected, and part of your community. You also want to solicit their feedback, opinions, and suggestions on your outreach program, your communication, and your donor relations. You want to listen to their concerns, questions, and ideas, and respond to them promptly and respectfully.

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5 Ask them to renew their support

The fifth step to re-engage donors who have stopped supporting your outreach efforts is to ask them to renew their support. You can use a clear, compelling, and urgent call to action to motivate your lapsed donors to give again. You want to remind them of the impact they can have, the need they can meet, and the difference they can make in your community. You also want to make it easy, convenient, and secure for them to donate, whether it is online, by mail, by phone, or in person. You want to offer them flexible and attractive options, such as recurring, monthly, or annual giving, matching gifts, or planned giving.

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6 Follow up and steward them

The sixth and final step to re-engage donors who have stopped supporting your outreach efforts is to follow up and steward them. You can use timely, personalized, and sincere thank-you messages, acknowledgments, and receipts to express your gratitude and appreciation for their renewed support. You want to reinforce the value and impact of their donation, and show them how they are helping your community. You also want to continue to communicate, update, and involve them in your outreach program, and cultivate a long-term and loyal relationship with them.

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Timna Guerchon

Community Engagement Professional
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One of the ways I communicated with lapsed volunteers was to email them directly with either news updates, national day tie ins, stories of events that tied into events/projects they had partnered with us. In these communications I did not put a hard ask for them to do anything, and used more conversational language so the emails did not seem "blast" like but more personal. Using updates regarding unhoused individuals, National Reading Days, Kindness days, things like that to acknowledge their past support and to re-engage them in areas that were important enough to them to engage in the first place. At the end I did include ways they could assist us in that work with volunteer projects or an ask to support the work financially.

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Demetrio Olivieri BA, MA EMDM, Master Executive Leadership

Emergency, Disaster & Crisis Management Professional ?? Responding To Emergencies Involving Life, Property, Environment and Business Continuity| Work place Diversity Equity And Inclusion
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Your donors should be considered family. Which means you should be aware of possible disconnect or perhaps of a situation that maybe financially restraining them. This all leads back to proper communication.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Taiwo Folake Kuti, M.sc. DPro Foundation

Project Manager, Save the Children Int
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Lapsed donor can be re-engaged by developing new strategies that connects with the donor's goal in cases where the donor has shifted its funding to new sectors. If the support was lost as a result of trust issues, the organization need to share evidence based information on accountability to stakeholders

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How can you re-engage donors who have stopped supporting your outreach efforts?

1

2

3

4

5

6

7

1 Identify your lapsed donors

2 Reach out with empathy and gratitude

3 Update them on your progress and impact

4 Invite them to get involved and give feedback

5 Ask them to renew their support

6 Follow up and steward them

7 Here’s what else to consider

Community Outreach

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How can you re-engage donors who have stopped supporting your outreach efforts?

1

2

3

4

5

6

7

1 Identify your lapsed donors

2 Reach out with empathy and gratitude

3 Update them on your progress and impact

4 Invite them to get involved and give feedback

5 Ask them to renew their support

6 Follow up and steward them

7 Here’s what else to consider

Community Outreach

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