How to reconnect with lapsed donors

Most lapsed donors didn’t make an active decision to stop…

They simply:

• Stopped hearing from you in a meaningful way

• Didn’t feel the impact of their support

• Weren’t given a compelling reason to give again

Research shows that as many as two in five (40%) donors say they only give when they are directly asked or moved by a specific appeal.

Which means re-engagement is possible.

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How to reconnect with lapsed donors

Bringing donors back isn’t about sending another generic appeal.

• 1. Start with what they’ve already done

  Anchor your message, remind them they’ve already made a difference.

  “Because of your support, we were able to…”

• 2. Use one clear, human story

  Avoid overwhelm. Focus on a single, emotional example of impact.

• 3. Make a tangible, specific ask

  Don’t leave the donor guessing.

  Instead of: “Please support our work”

  Try: “£25 would provide…”

• 5. Keep it simple

  One message. One story. One ask.

• 6. Choose channels that cut through

  Many organisations are seeing strong results from targeted direct mail, often supported by email follow-up.

Retention First, Then Growth

If you’re investing 80% of your effort in acquisition and 20% in retention, you’re making growth harder than it needs to be.

Real growth comes from:

• Keeping the donors you already have

• Increasing their lifetime value

• Reconnecting with those who have drifted away