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

May also recommends adding a reply card to your thank-you letters with soft asks such as, “I’d like to make an additional gift … .” Or, add a reply card with name labels attached. Develop mid-level or other special-event appeals such as holiday cards with pre-mailing announcements and follow-ups. Don’t stop sending your regular monthly appeals during these campaigns. Send everything and net more.