How to Re-engage Lapsed Donors: A Practical Guide

I recently attended the 2024 Chartered Institute of Fundraising conference and a talk on reconnecting with your most valuable audiences for sustainable fundraising, hosted by Gillian Claugher, Head of Public Fundraising at VSO and Emma Wales, Group Account Director, WPNC.

It was a highly engaging session, leaving me with much to think about from my fundraising days.

Reengaging lapsed donors can be tricky. There’s often internal resistance to reaching out to past supporters who have generously given their time or money but have since fallen off the radar. These individuals might have personal connections to the charity’s beneficiaries — like a family member in a hospice — or they might have volunteered for a cause. It can feel awkward to reconnect with these lapsed supporters, even though they were once very close to the charity.

On way to overcome this awkwardness is to use data and evidence to test the idea that these lapsed supporters are just waiting to be re-engaged.

Here are six practical tips from Gillian and Emma:

1. Lean on data and evidence

Data and testing can show just how engaged these lapsed supporters can become when approached the right way. This can help overcome any internal hesitation.

2. Segment your audience

Effective segmentation is crucial. Make sure your segments are large enough and share common characteristics. Investing time in creating these segments will pay off with more accurate and actionable testing results.

3. Start with quantitative testing

Begin by looking at response rates to initial communications. This quantitative analysis will give you a baseline understanding of how lapsed supporters react to your reengagement efforts.

4. Dig deeper with qualitative insights

After the initial quantitative testing, use qualitative methods like surveys to understand what really resonates with supporters. Use these insights to refine your approach.

5. Test and trust the insights

Based on your findings, test different communications and materials for your segments. Trust the insights from your surveys, even if they challenge your previous assumptions.

6. Implement

Use your findings to begin a reactivation campaign and watch inboxes fill up with reinvigorated and passionate supporters.

Next steps

Make sure to steward these reengaged supporters properly to keep your charity front and centre. Events are a fantastic way to show you gratitude and who knows what they’ll result in.

Go as local as possible. Use local networks to integrate your charity into the daily lives of supporters rather than expecting them to come to you. Make engagement easy and personal. Face-to-face events are great for this. Don’t make direct asks; if you strike the right tone, unsolicited donations will come. These events also serve as a pipeline for future support and can feed into other income streams.

By using a practical, data-driven approach and being willing to test and tweak your strategies, you can successfully reengage lapsed donors. Remember, these supporters once believed in your cause, and with the right approach, they can again.