An Alluring Proposition
Don't give up on your lapsed donors. With the right strategy, you can bring them back into the fold and it's easier than trying to win new ones.
Two rules for renewals
Try to always remember the two rules of renewing lapsed donors:
- Renew donors the same way you acquired them, especially if you bring them in with a gimmick (freemium, premium or sweeps).
- Keep adding efforts as long as your cost per dollar mailed is less than that of your acquisition mailings. It’s important that you continue to mail your lapsed donors your regular donor mail in addition to the renewal series. The only way to get a gift is to ask, and sometimes it’s necessary to ask often in order to get that lapsed donor to give again.
In addition, renewals can take forever to test when looking at the results for an entire series. Try testing just the first two efforts, as that’s where the leverage is. You can try starting your renewal efforts a month earlier and see what happens. Try an extra effort at the end of your regular series, and also try telemarketing if you aren’t already.
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