3 Top Analytics Techniques Every Fundraiser Should Know, Part 3

Mail just these lapsed-donor lists — the response rate is typically well above what you would expect, Terpstra said. It is essentially running a simple model.

Once you’ve targeted the proper lapsed donors for reactivation, use the basic principles of direct-response best practices in your communications. When asked by an audience member what to use to drive the ask string, Terpstra said, “Use their last gift or something around there for your ask. We’ve had lots of success with lower asks as well. Don’t be shy about downgrading from their last gift to encourage reactivation.”