Who’s likely to reactivate.
And who to let go.
There’s at least one thing you can depend on: Your lapsed-donor universe will continue to expand. So as mailing rates continue to rise, package costs skyrocket — and acquisition response rates dwindle — it’s crucial to harvest lapsed donors in a more effective way.
The DonorTrends approach to reactivation campaigns looks at a variety of key factors. For instance, we look at the percentage of your active file that is a result of your reactivation efforts. And whether you’re growing more dependent on reactivating donors. The idea is to improve lapsed reactivation through more effective targeting of your inactive donor population.
Key Segments Identified:
Renewable:Lapsed donors who are the low-hanging fruit for reactivation.
Less Likely: Inactives with moderate promise. May be worth contacting, depending on your budget.
Gone For Good: Inactives who are simply not worth the effort and cost of contact.