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

Recency/frequency/amount
As a nonprofit mailer, you should be segmenting your lapsed donors into several groups based on date of last gift. Some mailers use 12-month intervals, but a few use six-month segments. The important thing to learn is how far back you can mail to renew your old donors at a reasonable return on investment.