It’s important to manage and budget for cultivating all segments of your database, not just focus on current donors. Reactivating lapsed donors is one segment of your list that deserves your attention. Lapsed mailings often achieve greater returns on revenue than investing your budget in acquisition mailings. We have even known clients who have mailed records ten years old and obtained good results!
We often encounter an NPO which over the years has accumulated a large database of lapsed donors but now lacks the budget to mail them. These records are often left unused and discarded.
We encourage clients to start reactivating these records at 5,000 and 10,000 at a time. We reduce your cost by adding a part of these records to every current appeal, this allows you to start making consistent efforts at reactivating these donors; turning these unused records into new revenue.
Our Multi-Touch program incorporates the reactivation of lapsed donors as one of its objectives. It combines all your direct mail goals together into one integrated campaign.
See our Multi-Touch page or your account executive for more details…