A lapsed donor is an individual or entity that has made a contribution to a nonprofit organization in the past but has not made a donation within a specified period, commonly the last 12 months. This designation is critical for fundraising professionals as it can indicate a potential area for re-engagement efforts. Nonprofits often track lapsed donors to identify trends in giving behavior and to tailor communication strategies aimed at rekindling their interest. Understanding why donors lapse can provide insights into improving donor retention, enhancing donor relations, and implementing effective re-engagement campaigns. By addressing the needs and motivations of lapsed donors, organizations can potentially convert them back into active supporters, which is often more cost-effective than acquiring new donors.
While some lapsed donors may not return, many organizations have successfully re-engaged lapsed donors through targeted communication and marketing strategies. The potential for re-engagement is significant, especially when organizations demonstrate awareness of donor needs and motivations.
A donor is typically considered lapsed if they have not made a contribution within the last 12 months, although some organizations may have different thresholds depending on their specific fundraising strategies and donor engagement tactics.
Organizations can re-engage lapsed donors by reaching out through personalized communication, updating them on the impact of their previous contributions, addressing any potential barriers to giving, and offering new opportunities for involvement with the organization.
Donors may lapse for various reasons, including changed financial circumstances, loss of interest in the organization’s mission, lack of communication from the nonprofit, or feelings of underappreciation. Understanding these reasons is vital for effective re-engagement.