Nonprofit organizations rely heavily on the generosity of donors to fund their missions and initiatives. However, donor retention can be a significant challenge, with many organizations experiencing a high rate of lapsed donors. Re-engaging these lapsed donors is crucial for the financial sustainability of nonprofits. This paper explores the use of email marketing as an effective strategy to re-connect with and re-activate lapsed donors.
Understanding Lapsed Donors:
Before diving into the email marketing strategies, it’s essential to understand who lapsed donors are and why they may have stopped donating. Lapsed donors are individuals who have previously donated to your organization but have not made a contribution within a certain timeframe, typically 12 to 24 months. Reasons for lapsing can include changes in financial situations, a shift in priorities, or a lack of engagement with the organization.
Building an Effective Email Campaign:
A. Segmentation
Segmenting lapsed donors into different groups based on their giving history allows nonprofits to create tailored messaging that resonates with each group. Factors to consider when segmenting lapsed donors include:
The amount of their last donation: Dividing donors into groups based on the size of their last contribution can help organizations craft messaging that appeals to various giving levels.
The frequency of their giving: Identifying patterns in donation frequency can inform nonprofits about which donors may be more likely to resume giving and how often.
The length of their lapse: Donors who have been inactive for shorter periods may be more receptive to re-engagement efforts than those who have been inactive for longer periods.
B. Personalization
Personalized emails generate higher open and click-through rates compared to generic messages. To create personalized emails for lapsed donors, consider:
Addressing donors by their first name
Referencing their past donations and engagement history
Highlighting the impact their previous contributions have had on the organization’s mission
Personalization shows lapsed donors that the organization values their past support and recognizes their individual contributions.
C. Compelling Content
Engaging content is essential to capturing lapsed donors’ attention and encouraging them to reconnect with the organization. To create compelling content, nonprofits should:
Tell a story: Share real-life examples or case studies that demonstrate the organization’s impact.
Elicit emotion: Use emotional storytelling to inspire lapsed donors and remind them why they supported the organization in the first place.
Showcase the difference donations make: Illustrate the tangible results of donations and the organization’s commitment to its mission.
Utilizing attention-grabbing subject lines, high-quality images, and concise, persuasive copy can further enhance the impact of the email campaign.
D. Clear Call-to-Action
Including a clear and prominent call-to-action (CTA) in the email is crucial to encouraging lapsed donors to re-start their giving journey. Nonprofits should consider:
Using action-oriented language
Offering various donation options, such as one-time gifts or monthly recurring donations
Making the CTA prominent and easy to find within the email
A well-crafted CTA reduces friction in the donation process, increasing the likelihood that lapsed donors will resume their support.
Timing and Frequency:
A. Reconnecting Emails: Timing and Frequency
Three months after the last donation
Schedule your first reconnecting email to be sent three months after a donor’s last donation. At this stage, the donor may still have a strong connection to your organization, and reminding them of your work may encourage them to donate again. Share updates on recent projects, success stories, and any notable achievements. Make sure to express gratitude for their past support and invite them to re-engage with your organization.
Six months after the last donation
If a donor hasn’t re-engaged after three months, send a second reconnecting email six months after their last donation. In this email, emphasize the impact of their past contributions and the importance of their continued support for your organization’s mission. Share stories of the lives changed and progress made as a result of your work. Remember to be concise, engaging, and focus on building an emotional connection.
Nine months after the last donation
A third reconnecting email can be sent nine months after the last donation if the donor has not yet re-engaged. In this email, consider using a more personal approach by having the message come from a staff member or a volunteer. Share an insider’s perspective on the organization’s work, and emphasize the ongoing need for support, especially as certain projects and initiatives may be facing challenges or nearing completion.
B. Special Occasions and Campaigns
Giving Tuesday and year-end campaigns
Special occasions and campaigns provide excellent opportunities to re-approach lapsed donors. Giving Tuesday and year-end campaigns, in particular, can create a sense of urgency and exclusivity, motivating donors to re-engage. Highlight the impact of their potential contributions and share success stories from previous campaigns. Create a compelling narrative that speaks to their emotions and makes them feel connected to your cause.
Milestones and achievements
Mark significant milestones and achievements in your organization’s history as opportunities to reach out to lapsed donors. Share the excitement and progress made, reiterating the importance of their support in helping your organization reach these accomplishments. This can help re-establish their connection and remind them of the positive change their contributions can make.
Measuring Success and Optimizing Your Strategy:
Analyze and monitor email marketing metrics
To evaluate the success of your re-engagement campaigns, regularly analyze and monitor essential email marketing metrics. These metrics include open rates, click-through rates, and conversion rates. Analyzing these metrics will provide insights into how well your emails are resonating with lapsed donors and help identify areas for improvement.
Refine your strategy based on data
Use the data gathered from your email marketing metrics to refine your re-engagement strategy. Test various approaches, such as different subject lines, email content, and calls-to-action, to determine which methods yield the best results. Continuously optimize your strategy based on the data, striving to improve your open, click-through, and conversion rates.
Conclusion:
Re-engaging lapsed donors through email marketing is a cost-effective and impactful way to revitalize your donor base and ensure the financial sustainability of your nonprofit organization. By implementing the strategies outlined in this paper, you can create compelling, personalized, and data-driven email campaigns that reconnect with lapsed donors and inspire them to re-commit to your mission.
