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Using Deeply Lapsed Donors to Meet a Fundraising Goal

Case Study

Using Deeply Lapsed Donors to Meet a Fundraising Goal


One of our public media clients sends a quarterly statement via mail to all active and recently lapsed members and donors. With extra money in the budget for the August mailing, we were asked to identify the best deeply lapsed donors to include. This group outperformed active and recently lapsed donors by every metric and was instrumental in the appeal reaching its goal.

 
 
 

By the
Numbers

37%

higher response rate

1.7x

higher average gift

By the
Numbers

37%

higher response rate

1.7x

higher average gift

The Situation

The public media organization has a healthy list of active and recently lapsed donors, to which it sends a mailing every three months. For August, there was extra money in the budget, so it chose to include deeply lapsed donors in the mailing. These are previous supporters who haven’t made a gift in a significantly long period — usually two plus years.  

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We were overwhelmed and delighted by the number of deeply lapsed donors who responded to this mailing and made a gift. We wondered if our list might have hidden potential, and GivingDNA helped us find it. Now, we have a larger segment of supporters to nurture who can help us continue to provide quality programming for our audience.


- Public Media Client Rep

The Work

We used GivingDNA to identify the deeply lapsed donors who were most likely to respond to the campaign with a gift. The group received the same mailing as active and recently lapsed donors. A total of 6,861 people received the August quarterly statement. 

The Results

The deeply lapsed donors outperformed active and recently lapsed donors across all metrics and were critical to our public media client meeting its $18,000 campaign goal.  

  • 6,861 mailers were sent, and 51 gifts were received 

  • .74% of deeply lapsed donors responded vs. .53% of active and recently lapsed donors  

  • The response rate of deeply lapsed donors was 37% higher than the active and lapsed segment 

  • Deeply lapsed donors accounted for 46% of the revenue raised ($17,616) despite being only 15% of those mailed 

  • Excluding $1,000+ donations, the average gift size among deeply lapsed donors was $277 — 1.7x higher than the other segment 

  • 5 of the 6 largest gifts ($1,000+) came from deeply lapsed donors, including the largest gift of $10,000 

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