A proven way to reactivate lapsed donors is to ask them why they have stopped giving.
You can do this with a survey that you enclose in your mailing. Or you can leave space on the reply device for a few questions. According to Stephen Hitchcock, in his book, Open Immediately! Straight Talk on Direct Mail Fundraising, asking lapsed donors why they are no longer giving will generate some useful answers, and a sizeable percentage of the donors will mail back a gift.
You can use this new information to prevent other donors from lapsing. Review again the reasons that donors stop giving, found earlier in this handbook, to think up the kinds of questions you can ask in your survey to elicit each donors reason for dropping support.
If you prefer, make the survey entirely qualitative, and ask questions that require original answers and not a simple checking off of a box on the survey form.
Whichever method of survey you employ, use the survey questions to discover the otherwise unknownwhy your donors lapsed. Maybe the fault lies with you. Maybe it lies with the donor. Maybe the economy is at fault. You will never know unless you ask.
One advantage of a survey, if worded well, is that the questions themselves inspire the donor again to support your cause. Lets say, for example, that your organization lobbies the federal government to ban handguns. Your donors, even the ones who lapse, are people concerned about handgun violence to some degree. In your survey, you could include questions like these: - True of False? An average of five children are killed each day in gun-related accidents and suicides.
- True of False? 40% of American households with children have guns.
- True of False? A gun in the home is 22 times more likely to be used in an unintentional shooting, than to be used to injure or kill in self-defense.
As you can imagine, these survey questions are likely to provoke the same anger among decent, concerned lapsed donors that moved them to mail you their first and successive gifts. Survey questions like this prompt lapsed donors to contemplate your work again, thing again about who you help, and ponder the need you meet, and the role that the lapsed donor has in making the world a better place by giving again.
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