Loyal donors are essential to fundraising success. They know and love your mission. Retaining these valuable supporters is much easier (and rewarding) than finding, cultivating, and soliciting brand new prospects.
A savvy fundraiser knows that strategically stewarding donors and working quickly to bring back lapsed supporters is key to maintaining a robust basis of support. Here are seven best practices to re-engage your lapsed donors this year:
- Not all lapsed donors are the same. Segment and prioritize. Separate donors that have given once from those who have given for several years. Reach out to renew long-time donors and larger donors first.
- Does he think he’s ‘lapsed’? Just because a donor didn’t mail a check in 2025 doesn’t mean he’s deserted your cause. Some donors are on a giving cycle that is not in sync with the 12-month calendar. Or some of us just forget when we last gave.
- Consider multi-channel touchpoints. Don’t rely on a single Why Have Your Forsaken Us letter. Combine a warm letter or email with a follow-up call. Consider a handwritten note. Consistent, respectful touches over the first weeks of 2026 signal that you value the relationship, not just a transaction.
- Lead with gratitude and curiosity. Your first communication shouldn’t be an ask—it should be a thank-you and a question. Acknowledge previous support. Share one concrete benefit of their earlier investment or your big plan for 2026.
- Offer a re-engagement “moment.” Give lapsed donors a special reason to come back in 2026—a matching gift challenge, a special campaign, or a behind-the-scenes briefing with your CEO or fellows. Framing their renewed support as part of a bigger opportunity can restore a sense of excitement and belonging.
- Make the path back easy. Review your giving pages and reply devices with a donor’s eyes. Are they easy to use and mobile-friendly? Offer clear giving levels, popular payment options, and even one-click opportunities to become a monthly donor. The fewer decisions a donor is asked to make, the more likely he is to give again.
- Capture intel on what you learn. Every conversation with a lapsed donor is valuable data. If they mention specifics, capture the reasons donors stepped back. Did she miss our communications, or did her address change? Share insights with your team and integrate strategies in your 2026 development plan to avoid the confusion.
And finally…make sure to recognize every lapsed donor as a relationship on pause—not a lost cause. When we approach them with gratitude, and genuine interest, many will say “yes” again in 2026. Re-engaging lapsed donors isn’t just a good fundraising strategy; it’s a powerful way to fuel your mission in 2026 and beyond.
As you reach out to rebound supporters, this piece on hard to reach donors may come in handy. And for more on donor loyalty, check out this expert’s piece here.
Onward!
