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Follow Up Lapsed Donors Early in 2017

The New Year will soon be upon us. Our Annual Campaign has been sent to all donors and some warm prospects. Their gifts have begun to come in. We will know soon if this campaign is a success. For the accomplished fundraiser, are we satisfied?
Maybe not quite yet.
Early January will be a good time for staff to scan the donor list for those who received the appeal but have not responded.
The task: Identify lapsed donors who did not respond to our December 2016 fall appeal. Particularly those with a history of being (to this point) steadfast donors.
Time to send a follow up appeal to lapsed contributors.
The outgoing package is a bit different from the initial appeal. You may want the ask to focus a bit differently. For example, consider re-stating the appeal in different terms. You may want the letter to come from a client who depends on you and your donors to deliver.
Make that follow-up ask.
It should bump up your appeal by about 10% net.

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