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.

By Cary Castle

Todd Hendricks, senior director of direct response at the American Society for the Prevention of Cruelty to Animals, starts to mail renewals 12 months after the last gift and continues through 48 months. After four years, a lapsed donor receives the acquisition package, but with a very important change: Included is copy acknowledging the donor’s past commitment along with updates on important new program initiatives.