“Sigh, we miss you.”

Yes, it's the appeal to get those lapsed donors to start donating again, an necessary, if extremely frustrating, appeal.

Speaking at the DMA Nonprofit Federation's New York Nonprofit Conference, Bryan Terpstra of LW Robbins discussed strategies to get both pre-lapsed (yes, there is such a thing) and lapsed donors back.

Terpstra said that acquiring new donors is becoming so expensive that luring lapsed donors might be more financially attractive.

He suggested the following:

* Seasonality. Does the lapsed donor have a history of giving once or twice a year in the same time frame? Then text again in that time frame.
* First appeal. What prospect appeal did they respond to in the first place? Send them a similar appeal to remind or reactivate them.
* Affinity. Can you call them “members,” or do they like supporter cards or decals? Make them feel like part of a group.
* Premiums. Try testing name labels, note pads or tokens. This might increase response, especially if they have a history of responding to premiums.
* Community. Do they interact with you in other ways: do they volunteer, go to special events, give you memorial gifts? Reference this other connection with your organization when you communicate with them.
* Urgency/emergency. Special programs that need immediate help usually work.
* More personal contact. Writing a “hand-written” note to lapsed donors or sending a year-end or holiday card can work.

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