When collecting donations for any cause, charities are always engrossed in seeking donations from potential donors. One thing they miss in the potential donor list is the lapsed or the former donors.
Lapsed donors are valuable for charities because they have already been associated with you before. They have shown support by donating to the cause. So, isn’t it easier to convince and win them back?
Before starting your campaign to win back the lapsed donors, set up a donation page on an online fundraising platform so it is easy to share the link with them through emails and letters.
GivingX is a trusted online fundraising platform and it has advanced features to set up a crowdfunding campaign within a few minutes. Side by side, work on getting your lapsed donors back by writing letters and sharing with them the link to your donation page.
Let’s begin with the tips and steps to write the perfect lapsed donor letter.
1. Identify the lapsed donors
Whom do you identify as a lapsed donor? There are many scenarios. They might be the ones who had previously opted in for a recurring deposit but stopped it after some time. Then there are the ones who donated money frequently but haven’t done so in a year. There are many who had donated annually but stopped for two years or more. Use your CRM software to trace such donors. These are labeled as the lapsed donors who donated previously but haven’t done so in a while.
2. Segment lapsed donors on the donation types
No donor is the same and the reasons for lapsed donations are also not the same. So, when you plan to write donor letters, you cannot frame one general letter and send it to all. You can do it, but don’t expect results. Instead, segment the lapsed donor list based on their previous donation history. For instance, the letter you write for a lapsed recurring giving donor will be different from the one you will write for a lapsed annual donor. Mass letters or a blanket approach results will cause dismay so ensure you segment your donor list before you move any further.
3. Customize the content
Now that you have a segmented lapsed donor list, the next task is to write for each segment. Each segment requires a different template and content. Some of your lapsed donors may have given once and never again. Others may have been giving faithfully for years before an abrupt stop. One thing which can help you is the donation frequency. The more faithful your lapsed donor has been, the more personalized content you write for them. You ask a one-time donor for the same amount again. And for a long-time donor, you request them to start the recurring donations again in equal or smaller amounts than their previous ones.
4. Thank the donor for the past support
The first step when you frame content for your donor letter is to thank them for their past support. They have demonstrated a willingness to support your cause by parting with a portion of their hard-earned money. By expressing thanks for their contribution you make them feel respected and empowered making them trust their donation decision. Thanking the donors first in your letter sends warm feelings and motivates them to take the positive step again.
5. Show them how their past contributions have worked
When you reach a lapsed donor, they still care about their past support. So, instead of just saying thanks and requesting donations again, make it a point to also tell them about how their past donations have helped your cause. Look into their donation history and write to them specifics about how their donations have helped have a positive impact on the causes they have supported. If you have accurate figures, more than good. It is always heartening to know for the donors that their contributions had a substantial impact invoking empathy and consideration to donate again.
6. Write content to match the length of the lapse
Statistics speak for themselves. The longer you have to wait for a gift, the less likely you are to receive it. This is precisely the reason why you have to segment the lapsed donors for you to send a different appeal based on the length of the lapse. The main aim of your fundraising donor letter is to persuade them again to support your mission. You may know or not know why they have stopped their support. The three main crucial things in the letter are
- A thank you and a miss the donor reference
- Their support made a difference
- Persuade them to donate again
Convince them to continue donating to their previous associated causes. Let’s understand it with examples.
- John had been donating annually for over 5 years before he stopped it. So, a letter saying “We miss you. Your financial support through all these years has made a significant difference. Your gift at the end of this year will help us support the cause and will have a positive effect on hope and humanity” will help you win them back.
- Smith had donated one time to the charity and it was a considerable amount. Your content will be like “Your donation in 2020 made a great difference in feeding thousands of hungry kids in the XYZ area. We have not heard from you for quite some time and we think your donation again can help us build an ecosystem free from hunger and malnourishment.”
- Linda was a recurring donor for over two years. She has stopped donating for over a year now. Your content in the letter may go like this “Your financial support throughout from 2020 to 2021 was a great help to us. We were able to undertake surgeries for 20 orphans and help them recover through medical support. They are leading a healthy normal life today. But there are more who are waiting to get treated. Your continued support can help us bring a smile to their face”.
A carefully crafted appeal will let the lapsed donors know they are an important part of the mission and their contribution has indeed made a significant impact.
7. Connect your request to the previous cause
Have you noticed, we have connected the financial ask to solve the problem identified with their previous donation cause in the above examples? Donors are already familiar with their previously associated cause and it is better to ask them to donate to that itself instead of presenting a new one. In other words, align the asking to the cause of their choice to increase the chances of a successful outcome.
8. Give them different donation amount options
The reason why you contact the lapsed donors is to get them started again. At the end of your donor letter, give them options to select the donation amount of their choice. For example, $100 to feed 2 hungry families, $500 to help sponsor the education of two kids, $1000 to help build a shelter for a family, and $5000 to repair a community school. The amount range should be in sync with the donor’s previous donations. If a donor was previously donating $1000 per year, make a donation range taking this as the base. Similarly, if a lapsed donor was giving a monthly amount of $100, give them the option to start the donations again from $50 onwards. And starting from a slightly lower amount will show them your credibility and genuineness to understand their problem yet help them associate back with the cause they love. Make it easy for the donors to donate by sharing with them the donation page link you have set up on the online fundraising platform. It also helps you in easy donation management.
The Bottom Line
If you’re successful in getting a repeat donation, value it by sending a donor letter with a note of thanks and an update on how their money was used. It will ensure you don’t lose them again!
GivingX, an online fundraising platform, makes it convenient for donors and charities to work together for a cause and make the world a better place to live. Are you planning to set up a donation page and write letters to lapsed donors asking them to support the cause? We are here to help. Visit our platform and start a crowdfunding campaign today. Share the donation page link with the lapsed donors and encourage them to give.
