On reconnect messages for Lapsed Donors

We’ve all had them. You probably have a bunch right now, in your database, just growing more cobwebs.

The lapsed donor. Typically defined as an individual who has provided financial support to your organization more than once, often quite frequently and repetitively, but for some reason has not provided a donation or any sort of communication in 18 months or more. (And you are relatively sure they are not dead and still have some interest in your work due to their activity on social and the fact that they have opened emails and newsletters you have sent.)

So what do you do? You hard-target them.

Pick them out of your database, maybe one at a time – or a dozen at a time, depending on your resources – and craft a tailored email message. Start with those who provided above-average level gifts, and move down until you have reached out to all. This is a great summer job, work for an intern, or a good daily task for that new hire in the advancement department to learn your database and comfort with your appeal language.

Start with your email template. A well-crafted reconnect email opens the door to renewed support, but it needs to strike a nice balance between acknowledgment, transparency, and encouragement. Here are some concrete steps to follow, and we strongly suggest keeping this to a 5-7 paragraph communication:

1. Personalize. Personalize. Personalize.

Of course, you need to start by addressing the recipient by their name, and a friendly greeting, perhaps “Hello Tim! It has been a little while.” Flow into a reference to your past relationship. This reminds them of your previous connection and establishes a personal tone. You can begin with something like:

“I hope this message finds you well. We truly appreciate your past support in 2023 and 2022 of [your organization]. Your support was invaluable to [list a few specific achievements, one from last year, one from last month if possible].”

By showing that you remember their previous contributions, you directly foster a sense of importance and connection with that person and their support. Share success stories or milestones that may resonate with their values. Use tangible examples and metrics if possible, such as:

“Thanks to support like yours, we’ve been able to [list a particular achievement] in the past year, helping [impact our population] in significant ways.”

This showcases the ongoing relevance of your organization and highlights that their potential renewed support will continue to drive meaningful change.

2. Acknowledge the Lapse … Without Pressure

It’s important to recognize the gap in your relationship without making the funder feel guilty or uncomfortable. Be understanding and neutral when mentioning the lapse. For example:

“We understand that the time is not always right for support, and we haven’t had the chance to connect recently.”

This statement is non-confrontational and doesn’t imply any obligation. Your goal here is to place no pressure on the lapsed funder.

3. Invite Future Collaboration

Encourage re-engagement by highlighting upcoming projects or opportunities that align with their interests. Invite them to take part without being overly aggressive. You can frame this as:

“We have several exciting initiatives on the horizon, including [specific project], which we believe aligns closely with your past interests in [their focus area]. We’d love to explore ways we can collaborate once again.”

This subtle invitation positions them as a partner, giving them a sense of ownership over the impact they could help create.

4. Provide a Clear Call to Action

End your email with a clear next step, but keep it low-pressure. Offer to meet, chat, or send more information about upcoming opportunities. You might say:

“If you’re open to discussing how we can partner again, I’d be happy to set up a call or send more details on our upcoming projects.”

This allows them to re-engage on their terms while making it easy for them to respond.

6. Close with Gratitude

End your email on a note of appreciation. Regardless of their current or future standing, thank them for their past contributions and support.

“Once again, we deeply appreciate your past support, and we look forward to the possibility of working together again. And Tim, I hope we can reconnect and partner again, your support has been so meaningful to us. Thank you for your continued interest in our work.”

If this is going by mail, hand-sign it. But no matter if sending by mail or email, make sure it comes from the desk of the Executive Director, President, or the Staff or Board member most connected to that individual.

Remember, we all have lapsed donors. And re-engaging a lapsed funder requires tact and respect. It also takes time and effort to do so, with language founded at a personal level.

Good luck!

And ping us anytime at info@ristid.com if we can be of any help in your own reconnect efforts.

(As always, font in red text means you personalize it!)