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Too often, nonprofits let silent or lapsed donors slip away.
But when done thoughtfully, reactivating those contacts can drive meaningful fundraising outcomes, boost engagement, and restore relationships—without the acquisition cost of finding new supporters.
A real win: Second Harvest's reactivation test
Second Harvest Food Bank of New Orleans and Acadiana ran a smart test with M+R ahead of the year-end season.
They sent a cultivation email to lapsed donors—people who hadn’t given recently—asking them if they remembered their last gift and to take a short survey:
Following the cultivation message, lapsed donors in the test audience received the same fundraising appeals as the control audience throughout the remaining November and December campaigns.
What happened next was telling: The reactivation segment delivered a 34% higher response rate, and reactivated donors gave more—a 14% increase in the average gift.
It’s clear: That single targeted outreach made the lapsed segment measurably more responsive.
Why this approach works
Second Harvest’s reactivation message is warm, not jarring. It taps into nostalgia and gratitude, not guilt. It also:
Gives voice before a ask: You reconnect with lapsed supporters in a way that feels participatory—not transactional.
Primes for giving: When the main appeal arrives, lapsed donor recipients are already re-engaged and more likely to donate and give more.
Applying the Second Harvest playbook to your program
Here are tailored tactics you can implement today:
Segment your lapsed file: Define lapsed donors (e.g., like no gift in 12+ months) and identify those with previously higher engagement or giving.
Reintroduce yourself with empathy: Craft a reactivation email to check in with the lapsed donor—perhaps through an empathetic survey that captures their reasons for their initial support.
Time it strategically: Launch this reactivation just before a larger campaign—holidays, anniversaries, or impact milestones work well.
Track the lift: Measure not just clicks, but shifts in response rate, average gift amount, and reactivated donors.
Steward kindly: When lapsed donors respond, treat them like new warm leads—send a thank you note, share impact stories, and reset expectations for valuable content ahead.
The bottom line
Reactivation is about more than reopening cold inboxes—it’s about renewing relationships.
Given that acquiring new donors costs significantly more than retaining or reactivating existing ones, every revived connection strengthens both your impact and efficiency—and shows you care.
Industry events
Free: Nonprofit Trends 2025: Building Momentum for a Changing World
Thursday, September 4 at 2pm EST
This webinar brings together nonprofit experts to unpack fresh research on evolving sector challenges, the rise of digital engagement, and growing enthusiasm for AI. Dive into what’s shifting, why it matters, and how organizations can adapt.
Free: From Transactional to Transformational: Leveraging Donor Identity to Build Trust and Make the Ask
Wednesday, September 10 at 1pm EST
Learn how identity-based approaches can turn transactional fundraising into lasting donor relationships. This session shows how to align with donor values to build trust, retention, and stronger asks.
Paid: Nonprofit Storytelling Conference
November 13-15 - San Diego, CA
The Nonprofit Storytelling Conference is designed for fundraisers and communicators who want to raise more money through better storytelling. You’ll leave with practical strategies to inspire donors, deepen connections, and create lasting impact.
Check our events list for more or reply to this email to submit one for consideration.
'Til next time!
Sara