Before you start planning how to get delinquent donors back on board, have you made the phone call to ask why people have stopped supporting you?
Without some level of research any plan to reignite the flame in donors who have stopped giving for some reason, you have no idea the why, what and how of putting something in place to win them back.
Reigniting the flame in a delinquent donor in many cases is quicker and more cost effective than gainer a new donor.
The donor who has stopped supporting you did so for a reason, was the amount they were giving too high, they had a change in personal circumstances, or something else has caused them to stop giving.
Once you understand why people have stopped supporting you can set about working to win them back, they know your organisation, they know the good you are doing – now you just have to win them back.
The reason someone has stopped supporting could be as simple as they have misplaced your “ask” – that letter you sent out went astray or perhaps you email was blocked.
Some people stop giving if they feel they are being taken for granted, or that your acknowledgement of their giving is timely.
Others stop because they said they wanted to give less frequently, but were still be solicited monthly, this would turn anyone off.
People don’t like be ‘lumped’ in with everyone else, have you been addressing your donors in the way they expect “Dear Friend” instead of “Dear Mary”?
Put yourself in your donors shoes, how would you feel if any of the above happened to you?
How do you go about getting them back on board?
If you’re able your database should be able to give you a list of donors who have stopped giving, if possible break this down even further to – 12, 24, 36 month groups.
From each group, identify those who have made at least three donations each year.
Now you have several workable lists to work with to regain dormant donors.
Start with those who haven’t helped in the last 12 months, this group is easier to manage, and most likely will have a bit success rate.
People who have more recently given are more likely to start giving again, but only if asked, and only if the reason/s they gave to stop giving have been addressed.
The longer you leave it to get in touch with delinquent donors, the harder it will be to reignite their passion to help.
Have a regular plan to contact people who stop giving, even a quick call might be sufficient to get them back on board.
Don’t start a conversation with a delinquent donor they way you would with any other, you need to do these approaches in a personal way; don’t treat them as a number, treat them as the person they are – talk about them, their support and what it means to you; leave the fluff about the how great you are for another conversation.
Donor Retention: Time for a Change
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