Reconnecting with Lapsed Donors
By Sara Novocin
It’s inevitable some donors will be falling into the “lapsed” category this upcoming drive, but how many of them realize how long it has been since they’ve last given?
Here are some quick tips for reconnecting:
In your correspondence with your lapsed donors:
Mention the last date they’ve given
Ask how you can pray for them
Keep your donors up-to-date with the impact your ministry is having with a:
Monthly Impact Report
Monthly Prayer Report
Annual Gratitude Report
Invite them to partner with you in a non-monetary way:
Become a volunteer
Pray for your ministry
Share your ministry’s impact with their friends, church, or social network
Let’s take a deeper dive into each tip.
Many of these tips are applicable to your lapsed and active donors, as well as listeners. If you wish to follow your donor’s specific journey or focus in on lapsed donors, you can segment each group in your email lists.
I. In your correspondence with your lapsed donors:
Mention the last date they’ve given
Time flies by without even realizing it. This is certainly true for me when I think about reconnecting with old friends and keeping up with family. Next time you follow up with your lapsed donors, tell them that you miss them and add in the date of when they last gave to your ministry. If they haven’t realized how much time has passed, this will gently remind them.
You can also touch on all of the impact your ministry has provided with their support and why their continued support will help them accomplish more for the Kingdom of God.
Ask how you can pray for them
Take the time to pray with and for your listeners. Taking the time will show that you care and share a blessing for you both. Ministries need donations to survive, but the connection with our listeners and Lord and Savior is more important. Just because they have fallen into the lapsed category, doesn’t mean we will give up on them, just as God has not given up on you.
II. Keep your donors up-to-date with the impact your ministry is having with a:
Monthly Impact Report
Share what your ministry has been doing monthly with your listeners and donors. Concerts, new songs, and community events can be included as well, but share your listener stories, prayer wall, and prayer requests. What community impact are you having? Volunteer opportunities? Blessings to share?
Monthly Prayer Report
Something beautiful happens when we know that we are being prayed over and supported through our daily trials and tribulations. A prayer report can be both for your listeners and your station. Let your listeners know what you are going through as a ministry.
Pouring into others also fills up our own cups. It takes away our self-centeredness and focuses on Jesus. Give your listeners and donors the opportunity to pray for you.
Annual Gratitude Report
I have seen some stations execute this beautifully with graphics and statistics of annual impact. This is a wonderful moment to celebrate all your ministry has achieved this year together, because of your donors' support and the grace of God.
III. Invite them to partner with you in a non-monetary way
Not every listener will be capable of donating large amounts, but any gift, even time, will be a blessing to both your listeners and your ministry. Encourage and express the amount of impact that volunteering, prayer, and word-of-mouth promotions have for your ministry.
Many of your lapsed donors might be one-time donors, because they have another ministry they donate to. Try cultivating that relationship in another way than a hard ask for donations. Invite your donors and listeners to:
Become a volunteer
Pray for your ministry
Share your ministry’s impact with their friends, church, or social network
Polling Question
Every Christian Radio Ministry operates a little differently. How does your ministry define “lapsed”?