Before we decide if it is worth trying to win back lapsed donors, we should ask ourselves why they lapsed in the first place.

The number one reason donors say they lapse is because they didn’t think their gift mattered or was making a difference. Notice that the donors are NOT saying that they stopped believing in the cause.

Lapsed donors are fertile ground for fundraising support. These donors are ready and willing to give, but it’s going to require effort to cultivate and re-engage them. Our friends at The Agitator have recently done a series of posts, one of them titled The Neglected Gold Mine of Lapsed Donors.

Everyone should be trying to communicate to lapsed donors during the holiday, year-end, and renewal seasons. Here are some quick tips on how to maximize your efforts:

If you’re still not convinced lapsed donors are worth the effort, remember this: Many legacy donors stop giving in the three to four years leading up to their bequest gift.

It’s our job to help donors understand that they ARE making a difference and that we appreciate their support. And that is worth every bit of effort.

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