How to Re-Engage Lapsed Donors: 3 Tips for Nonprofits

Getting Attention’s nonprofit marketing statistics reveal that it can take 18-20 points of contact to reach a new donor (or, as Convergent Nonprofit Solutions refers to them, investors) for the first time. That’s a lot of work just to acquire one supporter, and so much more effort is needed to maintain a relationship with them!

It’s an oft-repeated truism that it’s cheaper to retain a donor than find a new one. But despite your best efforts, some investors are going to disengage. Whether it’s because life circumstances change or their priorities shift, even your most loyal investors can lapse.

This is why it’s critical to adopt proactive strategies to identify and re-engage lapsed donors, or those who have previously given but have since become inactive. Winning them back isn’t just more cost-effective; it’s essential for long-term growth and sustainability.

1. Analyze Your Data

If you can understand donor behavior, you have the first piece of the re-engagement puzzle. Discerning what caused them to drift away in the first place gives you a blueprint for getting them back.

Segmenting and analyzing donor behavior can reveal patterns and guide your strategies. Here’s what to focus on:

• Timing of donations: Understanding when an investor gave in the past helps you customize your outreach. For example, according to CharityEngine’s recurring giving statistics, 57% of recurring donations start on New Year’s Eve and 35% start on GivingTuesday. You may reach out to lapsed donors around these special occasions to increase the likelihood they’ll come back! 
• Average donation size: Not all investors contribute at the same level. By examining the average donation size, you can personalize your messaging. Higher average gifts might respond well to impact-driven communications. In contrast, smaller-dollar investors might react to something a little more tactical, like volunteering for an event or committing to a small recurring donation. 
• Last donation date: Timing is everything! If someone hasn’t given for six months, it’s a different message than the one to someone who hasn’t donated in five years. You can categorize investors as recently lapsed, moderately lapsed, or long-term lapsed, and craft re-engagement messaging accordingly.
• Donation method: How a donor gave (credit card, ACH, mailed check, online donation form, etc.) can give you clues about their preferences and even identify potential barriers to giving again. If a donor always gave through an online platform that has since changed, a technical issue might be the only problem. Segmenting by donation method helps you reach investors on their preferred channel, increasing the likelihood of recommitment.

Starting with data ensures you’re gathering the information to help you segment your lapsed investors for more personalized outreach. The more a donor feels seen and appreciated, the more likely they’ll agree to return, and the more you’ll grow your supporter base.

2. Provide Updates on Impact

Lapsed donors may have taken a break from giving, but it’s likely they still care deeply about your mission. One of the most powerful ways to reignite their giving is to remind them of the impact their gifts had. When donors see the results of past generosity, they’re more likely to feel valued and more willing to give again.

Providing meaningful updates can reignite an emotional connection with your nonprofit. It moves the gift away from transactional and reminds them they were part of making a difference.

Here are a few practical and effective ways you can share that impact:

• Newsletters with success stories: Highlight specific impacts from past donor support. Use storytelling to create a clear line between an investor’s previous gift and a positive outcome.
• Impact reports: Annual or quarterly reports showing metrics, milestones, and real-world outcomes are excellent tools for re-engagement. Keep them visual and donor-focused! Include photos, infographics, and “you made this possible” messaging.
• Videos showcasing the difference made by donations: Keep videos short, ideally under two minutes, and ensure they pack an emotional punch. Use video to highlight behind-the-scenes footage, progress updates, or even your team at work. Seeing real people will help your donors see who or what they helped and feel the passion of your team.
• Tangible results attached to donation amounts: Let investors know exactly what you’ll be able to do with their gift, or what you could do with a different donation. For example, you may invite lapsed donors to commit to recurring gifts instead of making one large gift. Splitting the donation into monthly payments ultimately adds up to larger (and more reliable) funding for your organization, which you can use to sustain your important work. Plus, it relieves some of the financial burden for the investor, making it a mutually impactful giving option!.

Don’t only focus on the victories! Be transparent about ongoing challenges, too. Being upfront about where you need help creates urgency and underscores the impact their support will have.

3. Offer Personalized Involvement Opportunities

Most nonprofits operate with limited resources, but the need for funding can sometimes come across to donors as though your organization is only interested in their wallets. But re-engaging lapsed donors isn’t always about immediately asking for a gift—it’s much more about building the relationship.

One of the most effective ways to do this is by offering personalized opportunities for involvement that go well beyond the donation form. Let investors feel genuinely invited back, and they’ll return on their own terms.

Most importantly, involvement goes well beyond money. Offering non-monetary ways to reconnect feels much more genuine. Here are some powerful ideas:

• Inviting donors to volunteer for an event or program can re-ignite their passion and remind them why they supported you in the first place.
• Offering behind-the-scenes tours or access to special events will make your investors feel like insiders! This access deepens trust and gives them a renewed sense of connection.
• Providing opportunities to interact with staff or beneficiaries puts a human face on your mission. These interactions also create bonds that make your investors feel more committed to a person as much as to the organization.

Personalization is key. Use data from your nonprofit fundraising software to reference their past involvement in your outreach, acknowledging the specific event they attended or the support they provided. This proves that donors are more than just an entry in a database.

Lapsed donors represent untapped potential. They’ve already shown they care, and with the right engagement strategies in place, you can bring them back and strengthen your base of support.

Analyze your data, share impact updates, and personalize their paths to re-engagement. Tools like a nonprofit CRM make this process far more effective by segmenting your audience, automating your outreach, and tracking what works. Remember, it’s not about recovering lost gifts…it’s about reigniting relationships.

About the Author:

Philip Schmitz

Phil Schmitz is the founder and CEO of CharityEngine, a complete fundraising platform powering some of the nation’s largest nonprofits and associations. Phil has developed patent-pending anti-fraud tools and industry-leading recurring payment technology that allows nonprofits to retain more sustainer revenue than the industry average; clients have raised nearly $5 billion using these tools.  Phil's passion for leveraging technology to empower nonprofits is supported by more than 20 years of experience in building successful technology and e-commerce companies.