Lapsed donors are often treated as one large segment — but a donor who gave 11 months ago is very different from someone who hasn’t given in three years. The most successful reactivation work I’ve seen starts with clear segmentation and simple execution.
Here are a few approaches that consistently perform well:
Define your lapse tiers.
Create saved searches based on last contribution date (e.g., 9–15 months, 16–36 months, 3+ years). Each group should receive different messaging and cadence.
Prioritize by likelihood.
Use DonorTrends or Bonterra Que to identify which previously engaged donors are most likely to return. Focus effort where probability is strongest.
Check engagement before asking.
Supporters who have opened or clicked recently—but haven’t given—often respond well to a short, direct reactivation message.
Keep the ask simple.
Reference their past support, include one clear call-to-action, and align suggested amounts with their previous gift. Enable recurring upsell to capture monthly conversions.
Protect the experience.
Use real-time suppression to remove anyone who donates once the campaign begins, and apply frequency caps to avoid fatigue.
Lapsed donor reactivation doesn’t require complex automation—just clean segmentation, thoughtful suppression, and a focused message.
If you’d like help building a reactivation framework in EveryAction, our Advanced Support Consulting team can configure the searches, safeguards, and reporting with you in a single working session.