Lapsed Donor Re-engagement Planner

LAPSED DONOR RE-ENGAGEMENT PLAN At stake: 200 lapsed donors × £35 avg = £7,000 At 20% win-back: £1,400 from 40 donors SEGMENTS • Recently lapsed (12-18 months) — Highest priority • Long lapsed (18-36 months) — Medium • Very lapsed (36+ months) — Low SEQUENCE Week 1 — "We miss you" + their past impact Week 3 — Beneficiary story showing outcomes Week 5 — Soft ask + easy giving link Week 8 — Final message + "OK if you can't" PRINCIPLES ✓ Thank for past support first ✓ Show impact of their previous giving ✓ Don't guilt — inspire ✓ One-click re-giving link ✓ Offer choice to stay updated without giving