https://bloomerang.co/resources/webinars/ Kari Trent Stageberg, MBA and Jackie Smith will equip you with easy, practical, and actionable steps to help you win back your lapsed donors, including learning how to identify, qualify, and communicate with them.

1. Win Back
Your Lapsed
Donors
PRESENTED BY:

2. KARI JACKIE
R u n s N o n p r o f i t
C o m m u n i c a t i o n s E x p e r t i s e A u d i e n c e E x p e r t i s e
N e w D o n o r A c q u i s i t i o n

3. We are excited to bring the tools, resources, and training
to nonprofits (of any size) that have previously only been
available to the super large nonprofits.

4. TODAY’S AGENDA
ü I d e n t i f y i n g L a p s e d D o n o r s
ü Q u a l i f y i n g L a p s e d D o n o r s
ü C o m m u n i c a t i o n T i p s
ü P u t t i n g To g e t h e r Yo u r P l a n
ü Q & A

5. Identifying Lapsed Donors

6. Identify
Qualify
Communicate

7. Identify Your Lapsed
L o o k f o r a l l y o u r L a p s e d D o n o r s
W h e n D i d T h e y L a s t G i v e ?

8. Last Gift
L a s t Ye a r ( s ) B u t N o t T h i s Ye a r
v 1 2 M o n t h s L a p s e d
v 2 4 M o n t h s L a p s e d
v 3 6 M o n t h s L a p s e d
v A n d S o o n … … .

9. Why Did They Stop Giving?
T h e y p r o b a b l y s t i l l c o n s i d e r t h e m s e l v e s a d o n o r

10. Qualifying Lapsed Donors

11. Identify
Qualify
Communicate

12. Qualifying Your Lapsed Donors
D e t e r m i n i n g W H O t o t a r g e t
q R e c e n c y
q M o n e t a r y
q S e a s o n a l i t y
q O f f e r
q P r e f e r r e d C o m m u n i c a t i o n C h a n n e l

13. Recency
W h e n d i d t h e y l a s t g i v e ?
q 1 2 - 2 3 m o n t h s ( 1 - 2 y e a r s a g o )
q 2 4 - 3 5 m o n t h s ( 2 - 3 y e a r s a g o )
q 3 6 - 4 8 m o n t h s ( 3 - 4 y e a r s a g o )
q 4 9 + m o n t h s ( 4 + y e a r s a g o )

14. Monetary
H o w m u c h d i d t h e y g i v e ?
q T h e G r e a t D e b a t e : L i f e t i m e G i v i n g O R L a s t
S i n g l e G i f t
q We r e c o m m e n d ( i f y o u h a v e t h e d a t a ) :
q L i f e t i m e G i v i n g + Ye a r o v e r Ye a r S i n g l e
G i f t s

15. Monetary: Example
D o n o r A :
L i f e t i m e a m o u n t : $ 2 4 0
S i n g l e G i f t s Ye a r o v e r
Ye a r : $ 2 0 a m o n t h
H a s n ’ t g i v e n i n 1 6
m o n t h s
D o n o r B :
L i f e t i m e a m o u n t : $ 5 0 0
S i n g l e G i f t s Ye a r o v e r
Ye a r : $ 1 2 0 ( 2 0 1 7 ) , $ 5 0
( 2 0 1 8 ) , $ 2 0 ( 2 0 1 9 )
H a s n ’ t g i v e n i n 2 6
m o n t h s

16. Seasonality
W h e n d i d t h e y f i r s t g i v e ? W h e n d o t h e y n o r m a l l y
g i v e ?
q M o n t h l y
q F a l l
q Ye a r E n d
q M o n t h l y o r S e a s o n a l O f f e r ( B a c k t o S c h o o l ,
E a s t e r, e t c . )

17. Offer
q W h a t d i d t h e y f i r s t g i v e t o ?
q W h a t d i d t h e y g i v e t h e m o s t t o ?
q W h a t d i d t h e y l a s t g i v e t o ?
q A r e y o u s t i l l s e n d i n g t h e m a n y o f t h o s e
o f f e r s ?

18. Preferred Channel
H o w d i d t h e y c o m e i n ? A n d h o w d i d t h e y e n g a g e w i t h
y o u ?
q P e e r t o P e e r
q S o c i a l M e d i a
q E v e n t s
q 1 : 1 ( M a j o r D o n o r )
q E m a i l
q D i r e c t M a i l

19. So How Do I Narrow Things Down?
q R e c e n c y
q M o s t r e c e n t i s b e s t
q M o n e t a r y
q C o n s i s t e n t G i v i n g P a t t e r n , a n d t o t a l g i f t a m o u n t
q S e a s o n a l i t y / O f f e r
q I s t h e r e a s i m i l a r o f f e r i n a s i m i l a r s e a s o n w e
c a n s e n d t h e m
q P r e f e r r e d C h a n n e l
q E m a i l , D i r e c t M a i l , 1 : 1 a r e l o w e s t h a n g i n g f r u i t

20. Communication Tips

21. Identify
Qualify
Communicate

22. Best Practices:
A p p e a l t o H e a d & H e a r t
L i v e s c h a n g e d - d u e t o y o u r o r g a n i z a t i o n
M a k e i t E A S Y t o d o n a t e

23. Lapsed Specific:
D o n ’ t t e l l t h e m t h e y a r e l a p s e d
D o n ’ t b e d e s p e r a t e
L o o k a t A S K a m o u n t s a n d a s k a p p r o p r i a t e l y

24. EXAMPLE
123 MAIN STREET
ANYTOWN, STATE & ZIP
Recent Example:

25. NONPROFIT
NAME

26. Making Your Plan

27. Action Plan
1. PICK WHO 2. PICK WHEN 3. PICK HOW

28. 1. Pick Who
G o b a c k t o t h o s e q u a l i f y i n g a t t r i b u t e s
P i c k l o w e s t h a n g i n g f r u i t f i r s t

29. 2. Pick When
G o b a c k t o t h e o f f e r a n d s e a s o n a l i t y a t t r i b u t e s
W h a t c a n y o u w o r k i n t o y o u r u p c o m i n g
c o m m u n i c a t i o n s ? ( S o o n e s t m o s t c o m p a t i b l e o f f e r … )

30. 3. Pick How
W h i c h c h a n n e l ?
S t a n d a l o n e c a m p a i g n o r c o m b o ? ( Ve r s i o n
c h a n g e , a c q u i s i t i o n p a c k a g e , e t c . )

31. REVIEW

32. Identify
Qualify
Communicate

33. Review
1 . I d e n t i f y a l l y o u r l a p s e d d o n o r s
2 . Q u a l i f y t h e m t o g e t t o t h e l o w e s t h a n g i n g f r u i t
3 . C o m m u n i c a t e w i t h t h e m i n t h e s o o n e s t
a p p r o p r i a t e o f f e r a n d c h a n n e l
4 . R i n s e + R e p e a t a n d d e t e r m i n e n e x t l o w e s t
h a n g i n g f r u i t

34. Q&A

35. Email:
info@npconsultingshop.com
Website:
www.thenonprofitconsultingshop.com