Dealing With the Dreaded 'A' Word
Be proactive about donor attrition.
Depending on your donor file composition, you could consider a thank-you call after a certain amount of time, a small premium or another appropriate strategy. Monitor the results to see if it reduces attrition, and stop it if it isn’t making a positive difference.
When you recapture a donor who has not given for a year or more, consider a special receipt letter that welcomes her back, lets her know you have missed her partnership and invites her to call in if she has any questions. Reactivating a donor only so he lapses again in a year is costly, so be sure he knows how valued he is by your organization.
Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
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