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

Segmenting also gives you a chance to test different packages, components, copy and offers to maximize revenue and minimize costs for future promotions.

This also is true for lapsed donors who’ve made more than one gift. Try testing a different approach for this group since these donors are more valuable to your organization. That seems obvious, but not everyone does it. Also, lapsed donors who’ve made larger gifts — for example, two or three times the average gift for your file — should receive this same treatment, and both groups should be mailed more often.