Imagine your favorite coffee shop. You used to go there every week—great vibes, perfect latte, barista who remembered your name. Then life got busy, you tried a new place, and suddenly, you haven’t been back in months.
Now, what if that coffee shop sent you a friendly text: "Hey! We miss you. Here’s a free pastry if you stop by this week." You’d probably go, right?
Lapsed donors are a lot like that. They cared about your cause once, but life happened—maybe they forgot, got distracted, or weren’t sure their donation made a difference. Your job? Remind them why they loved you in the first place—and make it easy to come back.
Here’s how to re-engage lapsed donors with six proven, practical strategies (no guilt trips or spammy tactics required).
1. Send a Reconnection Email: "We Miss You!" (And Here’s Why You Should Too)
A lapsed donor isn’t a lost cause—they’re just out of touch. A warm, personal email can jog their memory and remind them why they gave in the first place.
What to include:
- A sincere thank-you for their past support.
- A quick impact update—e.g., "Because of you, 50 kids got school supplies last year."
- A clear next step—ask them to donate again, but keep it low-pressure.
Example subject lines:
- "We miss you! Here’s what your support made possible."
- "Quick update—and a way to help again if you’d like."
Pro Tip: Segment your list. A donor who gave monthly for years deserves a different message than someone who gave once at a gala.
2. Offer New Updates: Reignite Their Passion
People stop giving when they stop feeling connected. Show them what’s new and exciting—maybe you’ve launched a fresh project, hit a milestone, or have a compelling story to share.
Ways to spark interest:- Impact stories—"Meet Maria, the first in her family to graduate—thanks to you!"
- Behind-the-scenes updates—"Here’s how we’re expanding our food bank this year."
- Urgent needs—"We’re 80% to our goal—can you help us cross the finish line?"
3. Ask for Feedback: "Why Did You Leave?" (And How Can We Fix It?)
Sometimes, donors lapse for simple reasons—maybe they never got a thank-you, didn’t see impact, or just forgot. Ask them! A short survey or personal call can uncover gold. Sample questions:- "What made you initially support our cause?"
- "Is there anything we could do better?"
- "Would you consider giving again in the future?"
4. Invite Them to an Event: Bring Them Back In Person
Nothing rebuilds a connection like face-to-face interaction. Invite lapsed donors to:- Fundraising galas (give them a VIP perk)
- Volunteer days (low-pressure way to re-engage)
- Webinars or tours (show them your work in action)
5. Offer a Special Appeal: "This Project Needs You"
Sometimes, donors need a specific, urgent reason to give again. Create a time-sensitive, emotionally compelling ask tied to a tangible outcome. Example:- "We have a matching grant—every dollar you give today is doubled!"
- "Help us build a new playground by June 30!"
6. Provide a Simple Way to Re-Engage: Lower the Barrier
Not every lapsed donor is ready to write a big check. Offer easy ways to reconnect:- "Sign up for our newsletter to see our impact."
- "Give just $10 to help stock the pantry this month."
- "Follow us on Instagram for daily updates."
Final Thought: Don’t Give Up on Them
Lapsed donors aren’t gone forever—they just need a thoughtful nudge. Try these strategies, track what works, and keep refining your approach. Your Action Plan:- Start with a warm, personal email (try one this week!).
- Share something new and exciting—give them FOMO.
- Ask for feedback—then act on it.
- Invite them to an event—face-to-face wins.
- Create a special appeal—urgency helps.
- Make re-entry easy—small steps count.