Soapbox Engage Blog

Donors lapsing is an unfortunate reality every nonprofit faces. Donors lapse for a variety of reasons: they no longer have the capacity to give, they fall out of alignment with your mission, or they simply forget to renew a recurring gift.

However, nonprofits can use their existing efforts to bring lapsed donors back into the fold. Fundraising campaigns, in particular, remind donors why they contribute to your organization and unite your community behind a shared cause. Large-scale initiatives that feature your high-impact goals and future vision make an especially strong opportunity for re-engagement.

In this guide, we'll explore how to use your fundraising campaigns to re-engage lapsed donors and strengthen your donation appeals along the way.

1. Analyze Past Engagement Data

Every time a donor interacts with your organization, they leave evidence of their involvement: the causes they care about, the points where they stopped giving, and the communication channels they respond to most often. According to Bloomerang, your organization's donor engagement data is your best tool for identifying donors at risk of lapsing and understanding why a donor lapsed in the first place.

When developing a strategy to re-engage lapsed donors, take stock of their past engagement. These data-tracking practices can help you determine your donors' interests and giving histories:

• Track event attendance. Registration and attendance data can help you identify which programs lapsed donors cared about most. If a donor previously attended monthly mobile food pantry events, notify them about the next one.
• Log volunteer history. If someone willingly gives their time to a cause, they likely care deeply about it. Review your volunteer history to see which events lapsed donors frequently participated in, then send them a personalized invitation to a similar one.
• Monitor email open and response rates. Even if a donor isn't actively giving, they may still be interested in your programming. Watch your open rates and click-through rates to see which communications get through.
• Check the frequency of past donations and gift amounts. Did a lapsed donor previously give every month? Did they have gaps between gifts? Did they alternate between large gifts and smaller recurring ones? Their giving pattern can tell you when to reach out.
• Ask for qualitative feedback. Sometimes donors tell you exactly why they're leaving. Check past survey responses and logged conversations for their feelings toward your organization and any warning signs of lapse.

As you approach lapsed donors, include personalized details in your outreach based on their engagement history. A message updating them on a campaign they contributed to, or an invitation to a talk on a topic they've expressed interest in, shows your team values their past support.

2. Communicate the Impact of Your Current Initiatives

Past donors likely care deeply about your organization's mission. However, they may need a push to recommit to your cause, and an exciting new initiative can be the perfect incentive.

Include these key elements when promoting your campaign to lapsed donors:

It's easy to communicate the value of large-scale initiatives, such as capital campaigns or year-end giving days. What's more difficult to convey is the impact of smaller donation campaigns. When crafting an impact report, include specific gift amounts to help supporters picture the effect their gift will have, no matter the size. For example, a graphic showing that a $20 donation provides five books for a classroom library. When donors see the real impact of their contributions, they're more likely to give again.

3. Offer Flexible and Accessible Giving Options

In today's digital landscape, fast load times, flexible payment options, and a trustworthy giving platform make or break your supporters' willingness to contribute. Make sure your giving platform has these features:

• A mobile-friendly platform. Over half of global website traffic now comes from mobile phones, so your donation page needs to meet donors where they are.
• A convenient, intuitive design. Your platform should load quickly, prominently display your donation forms, and route users directly to the pages they need.
• A branded payment portal. Your logo and other branded elements build trust, so donors can rest assured they're contributing to the right organization. An automated gift receipt confirms the purchase so contributors know their donation was received.
• Built-in giving tiers. Sometimes donors lapse because they're no longer able to give at the same level. Offer suggested gift tiers on your donation page, along with a customizable payment amount, so donors can choose their contribution level.
• Flexible payment options. Make it easy for donors to pay using the format they're most comfortable with, including debit and credit cards, ACH payments, and mobile wallets.
• Alternative giving options. Non-traditional donation methods, such as matching gifts and volunteer grants, can encourage donors to give more.

Every quarter, walk through your donation process. Flag any areas of your page that cause slowdowns, from load time to a lack of payment options. The few minutes it takes to assess your website's user experience could save you from future donor lapses.

4. Increase Your Stewardship Efforts

After successfully re-engaging a lapsed donor, work to build a trusting relationship through regular stewardship. According to Orr Group, effective stewardship is essential for strengthening donor relationships and, by extension, for increasing your organization's operational capacity. Personal stewardship makes donors feel welcome in your community through regular outreach, updates, and appreciation.

While your stewardship efforts should always begin with a genuine thank-you, these strategies can create a deeper connection that keeps donors involved long-term:

• Design exclusive programming. Invite returning donors to campaign wrap-up webinars, site visits, or volunteer days to keep them actively involved and create a sense of prestige.
• Be transparent in your reporting. Send follow-up communications that explain exactly how their campaign funds created an impact. Transparent records assure donors that your organization handles their donations responsibly.
• Assign dedicated relationship managers. Make sure mid-level and major donors who return are personally thanked by a staff member or board representative. This helps donors form real connections with your team.

Consider creating a society to honor your returning donors, too. A legacy society or recognition group for dedicated contributors fosters community beyond regular events and encourages sustained commitment. Hosting a gala or event to celebrate that group lets donors connect with each other and signals your appreciation for their continued support. If you're planning one, our complete guide to planning a nonprofit gala and our playbook for thanking donors after an event are both good next reads.

Fundraising campaigns are excellent opportunities to reach out to lapsed donors. They generate excitement, give your organization a fresh reason to encourage donations, and naturally start a conversation with people who have already shown they believe in your cause.

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