Lapsed Donors? Here’s How to Get Them Back!

It’s the silent heartbreak of the nonprofit world—lapsed donors. These are the supporters who once believed in your mission, donated enthusiastically, and then… disappeared. But why? And more importantly, how do we get them back? That’s exactly what James Goalder, Partnerships Manager at Bloomerang, unpacks in this power-packed conversation with Julia Patrick and Meredith Terrian.

The numbers are sobering: the donor retention rate in the U.S. has been stuck below 50% for years. That means for every ten donors nonprofits attract, at least five don’t come back. The reasons? Some are out of our control—life changes, financial setbacks, or even death. But the more painful reality is that many donors simply don’t know their support is needed. They don’t hear from the nonprofit, don’t see the impact of their gift, and ultimately assume their contribution didn’t matter.

And that’s an unacceptable reality. "We spend so much time, energy, and money bringing donors in, but then we let them slip away because we don’t communicate how much they still matter." — says James.

As James explains, too many nonprofits focus on acquisition and neglect retention. They throw big fundraising events, pull off emotional appeals, and get people excited to give—only to vanish into radio silence afterward. His solution? Intentional, personalized donor engagement. "People like to see their names," he emphasizes, underscoring how even small touches like personalized thank-you letters can make a massive difference.

One of the most compelling takeaways is the art of re-engagement. Instead of treating lapsed donors as ATMs with a one-time appeal, nonprofits should invite them back into the mission—through tours, volunteer opportunities, or even a simple “catch-up” coffee. A meaningful connection beats a generic donation ask every time.

For fundraisers, this episode is a wake-up call: Retention isn’t just another metric—it’s a survival strategy.

#DonorRetention #NonprofitFundraising

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