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

Monthly giving clubs
Encourage continued giving through monthly giving, or sustainer, programs, but reserve them for your best donors and solely promote them in your first or second renewal efforts. If you keep promoting this option, you’ll decrease response to your renewal efforts. If you ask donors to choose either a one-time donation or monthly giving, some of your audience will put off making the decision, possibly never coming back to it, and thus never donating at all.