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Nonprofit Fundraising: Follow Up to Lapsed Donors

So the Annual Appeal is over, we’ve opened our returns, deposited the gifts, sent our thank yous to donors.
For the accomplished fundraiser, are we satisfied?
I am not.
Now in the offices of my clients, staff are scanning 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 2014 appeal who we normally hear from. Who have some history of being steadfast donors.
We send the follow-up.
The outgoing package is a bit different from the initial appeal. You may want the ask to focus a bit differently this time. You may want to re-state the appeal in somewhat 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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