CAUGHT YA! RE-CAPTURING LAPSED DONORS

CAUGHT YA! SESSION EXPECTATIONS o Meaning of lapsed donor o Why a donor stops giving o Identifying a donor for re-capture o Re-capture strategies o On going re-capture plans

DEFINING A LAPSED DONOR What is the definition for your organization?

DEFINING A LAPSED DONOR Most common definition A donor who has not sent a gift during the last 12 months Other factors to consider: o Was the gift related to an event that does not occur annually? o Is the donor a monthly contributor? o Was this a memorial gift?

DEFINING A LAPSED DONOR A Lapsed Donor is… A donor who after some period of time, as defined by the organization, is no longer engaged through regular communications offered by the organization.

WHY DONORS LAPSE There are obvious reasons: 1.Income changed (retirement, loss of job, family growth) 2.New interests 3.Relocation 4.Contribution made at the request of another – never really a donor with interest in your mission and program What are other reasons?

WHY DONORS LAPSE What are other reasons donors stop giving?

WHY DONORS LAPSE They arent sure what impact their donation made. Failure to send the appropriate acknowledgement. Asking too much, too soon. Donors dont know when they made their last gift!

IDENTIFYING LAPSED DONORS Lapsed donors are better prospects and are more likely to respond than people with no relationship to your organization. Renewing lapsed donors should be a high priority.

IDENTIFYING LAPSED DONORS Focus on donors who: 1.Have made more than one gift during the last 3 years (or a time period of your choice) 2.Made gift greater than $10 (or an amount of significance to your organization) Monthly donors or those in a patterned giving group should be treated differently!

IDENTIFYING LAPSED DONORS Within your organization, who helps to monitor, track and identify lapsed donors?

RE-CAPTURE OR LET THEM GO? Questions to consider: o Is it worth the time and resources? o What is the break even for the organization? o Does the organizational philosophy about donors support re-capture? What is the goal of re-capture?

RE-CAPTURE STRATEGIES o Segment your list of donors o Make it personal o WHYFU o Make a phone call o Use first class postage o Keep your message short, heartfelt and positive

RE-CAPTURE STRATEGIES Remember! Lapsed donors generally dont know that they are considered lapsed… they often feel they are supporting your organization in other ways!

RE-CAPTURE STRATEGIES Best Practices o Start before they lapse o Maintain your database o Continuous contact o Make a call

RE-CAPTURE STRATEGIES Rather than Re-Activate to then Re-Lapse… Re-Inspire Re-Engage Re-Vitalize

ON GOING RE-CAPTURE PLANS o Make time to develop a re-capture plan o Analyze your donor database o Personalize communications o Communicate through all mediums o Acknowledge donors that communicate they can no longer give o Say thank you

PLANNING FOR RE-CAPTURE 1.Define what lapsed means for your organization 2.Identify those donors in your database 3.Set a goal for understanding if you have re-capturing success 4.Develop a communications plan and timeline for re- engaging these donors to meet your goal

QUESTION & ANSWER

LINKS FOR MORE INFORMATION dunhamandcompany.com/rickblog/fundraising-fundamental-6-donor-reactivation/ acfitzgerald.com/dont-you-love-us-anymore-2/ wheel.ie/funding/fundraising-guide/how-win-back-lapsed-donors ejewishphilanthropy.com/beware-the-lapsed-donor/ amergent.com/resources/articles/winning_back_lapsed_donors rbpmethods.com/2013/04/effective-donor-management-involves-recapturing-lost- donors/ fundraisingsuccessmag.com/article/10-things-you-need-know-about-reactivating- lapsed-donors /1 fundraisingsuccessmag.com/article/fire-up-lapsed-donor-reactivation-machine/1#