Long-Term Engagement

“We thought, ‘We can do this. We can spend less money to go back after lapsed donors to get them re-engaged by trying to figure out why they stopped giving in the first place,’” he says. “We invested to really bring them back into the fold and try to get them engaged in a meaningful way. It wasn’t abrupt messaging like, ‘This is who we are,’ all over again. It was more like we just picked up old conversations with old friends we hadn’t talked to in a while. We saw a huge cost savings because, unlike with standard acquisition, we weren’t guessing. We could be really focused with these people.”