Sometimes Donors Need to Be Reminded That They've Stopped Giving

That's right, sometimes it's that simple. Unless you decide to make it difficult by not paying attention to the donors who are about to lapse. 

Do you know or do you have a person you can go to if you want to find out who has lapsed in their donations? 

This information should always be at your fingertips.

Ok, now that we have that established, the next step is to be sure that you have a strategy in place to reactivate donors who squeeze through the cracks and actually lapse. 

I don't need to tell you how much more expensive it is to gain new donors than it is to keep the ones you already have, do I?

It doesn't have to be anything overly difficult either. With a strategy in place you can predict which of your lapsed donors have the best chance of re-engaging (and giving again). 

Some donors will tell you that they had to stop giving because of a life-changing event in their lives. And that's just one of many reasons for lapsing.

But think about this: we have found that donors need to be reminded that they haven't given for 18 months or 3 years (please don't wait this long) or whatever the case may be. Gently and nicely reminded, but reminded that they're last gift in Year X for Amount Y to help with Program Z has been greatly missed.

And here's a sampling of what we're told the reactions often are:

• "You're kidding!?" 
• "No way it's been that long!" 
• "I don't believe it!"
• "Well, I was wondering when you'd notice."
• "I don't remember receiving anything from you guys recently."                     
• And each of these reactions is often followed by, "Ok, I'll send you my gift tonight."

These responses indicate one thing to me--donors need to be reminded that you count on their support. More importantly, they need to be reminded that the beneficiaries of their support count on them too.

The point is: it's your job to keep track of how long it's been since a donor made his last gift.

Our advice? Remind them as early in the lapsed process as possible because the longer a donor goes without giving the more difficult it is to get him to re-engage. 

If you regularly send out 8-10 communications during the course of the year, when a certain amount of time has gone by (10-11 months?), some donor strategy for stewarding them back "into the fold"should take place.

Final thoughts:

• Concentrate on not letting your higher-dollar donors lapse by incorporating stewardship strategies that build relationships and show your donors how their gifts have made a real difference to your organization's beneficiaries. This can be accomplished by regular engagement throughout the year. 
•  Assuming that one communication channel is enough is a prescription for allowing donors to lapse. Use a combination of channels --direct mail, social, email, telephone--to lift response and ROI. 

Having a lapsed donor strategy in place will allow your nonprofit to stop a large percentage of attrition from taking place.

The really nice thing is all it usually takes is a friendly reminder that they're important cogs in your organization's efforts to improve your little corner of the world.