10 Things You Need to Know About Reactivating Lapsed Donors

By Lawrence Henze

7. Predictive modeling
Use statistical modeling and  segmentation methodologies to identify the characteristics of lapsed donors who reactivate their  support. Segment the lapsed-donor files using scoring trends, and test reactivation strategies across the scoring spectrum. Although lower-scoring reactivation prospects are less likely to be responsive, you might find that different messages or packages do well in mid- or  lower-level scoring cells. If tests reveal that higher scores truly reflect the best prospects for recapture, then reduce or eliminate the solicitation efforts in the lower-scoring  segments.