10 Things You Need to Know About Reactivating Lapsed Donors

By Lawrence Henze

8. Not all lapsing is bad
For example, it is not unusual for older donors in their retirement years to reduce or eliminate their cash contributions after years or decades of support. It might be more effective to employ a less aggressive recapture strategy (less frequent attempts) with these individuals, focusing on continuing support at any level rather than specific gift amounts. Continue to thank and steward these individuals, and market planned-giving opportunities as well. Reduction or elimination of their cash giving indicates a fiscally conservative mind-set that bodes well for planned-giving options to be considered. Seize this additional giving opportunity!