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

The bottom line is a renewal series that upgrades on the first effort and downgrades on the last few efforts will do more to maximize your revenue and bring back lapsed donors than if you make no effort at all or stick to a higher-level ask and get no response.

When you’re thinking about renewing lapsed donors, it’s a good idea to take a look at what magazines are doing for lapsed subscribers. Magazines traditionally have sent what seems like a never-ending renewal series to subscribers and lapsed subscribers. Some magazines send more than 15 efforts. You probably have experienced this.