The old way of thinking about lapsed donors doesn’t work. Not in this new world in which we find ourselves these days. While it’s still as important as ever to build long lasting relationships with your donors, “writing off” a donor after a certain amount of inactivity thinks of them as a transaction, not a relationship. There may be financial reasons to reduce your interactions with them, for example, remove inactive individuals from your newsletter list if you pay on a per-subscriber basis or not printing and mailing to inactivate names to save on paper and postage. However, eliminating them completely also eliminates the relationship.
7612 Hits