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

But conversely, not many organizations ever allow lapsed mid-level and major donors to be mailed a lower-level renewal effort. If these individuals have stopped donating, organizations are better off renewing them with a smaller ask than garnering no donation at all, especially if you’re talking about mailing donors two to three years after their last donations.