3 Top Analytics Techniques Every Fundraiser Should Know, Part 3

Exploring lapsed donors vs. new donors even more, Terpstra cited a recent study of more than 20 direct-mail charities by Brickmill Marketing Services that showed acquiring new donors is getting even harder. According to the study:

• Acquisition median cost per dollar raised has increased each of the last four years
• Total number of new donors acquired is down almost 18 percent in 2009 vs. 2008 (June to July)
• Biggest concern for nonprofits in the study was a decrease in new donors and converting these new donors into loyal donors

With all this in mind, increasing lapsed reactivation rates is critical, Terpstra said. So how do you do that? Terpstra laid out the typical treatment strategies he’s observed over the years when it comes to lapsed donors: