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

Another thing to try is telemarketing to your older, lapsed donors who haven’t given a gift in three to six years (sometimes you can go back as far as 10 years). You might lose 50 percent or more of the names, but it’s important not to give up; since the mail hasn’t worked, why not try the phone? Just be sure to minimize waste by running these names through a phone append and calling if you find a valid phone number. This is especially important if they’ve given more than one gift or given an especially large gift. Remember, renewing an old friendship usually is easier than making new ones.