How to Reconnect With Donors Who Stopped Giving

Lawrence Henze, Managing Director of Target Analytics will be a guest on The Chronicle of Philanthropy's Live Discussions to take questions about reconnecting with donors. The "How to Reconnect With Donors Who Stopped Giving" session will be on Tuesday, August 11th at 12pm EDT. You can submit a question online and watch the discussion unfold too.

Lawrence previously did a Q&A on this blog about "Raising Money During Challenging Times" and is a very respected expert in the nonprofit sector about donor analytics and predictive modeling.

The latest edition of FundraisingSuccess has an article by him called "10 Things You Need to Know About Reactivating Lapsed Donors" that is worth reading. Here's one excerpt that I thought was very interesting:

"Target Analytics' research indicates that there often is an inverse relationship between the frequency of solicitation and donor retention or movement to ultimate giving potential. Many people recommend that you solicit for the second gift as you thank for the first, but what effect does that have on your retention rate? If your goal is to maximize the number of donors annually without fearing high attrition rates, that may be one strategy (not mine), but it is unlikely to result in donor growth and success in major and planned giving. Think before you ask over and over — it might not create the best image for your organization and flies in the face of donor-
centered fundraising. It is important to fully understand how your organization solicits through all channels — direct mail, telemarketing and e-mail/Internet — and investigate opportunities in order to reduce and simplify solicitation activity."

So put The Chronicle of Philanthropy's Live Discussions session on your calendar for Tuesday, August 11th at 12pm EDT. Don't forget that you can submit a question online before the event.

ABOUT THE AUTHOR

Steve MacLaughlin

Steve MacLaughlin is the Vice President of Data & Analytics at Blackbaud and bestselling author of Data Driven Nonprofits.

MacLaughlin has been featured as a fundraising and nonprofit expert in many mainstream publications, including The New York Times, The Washington Post, The Los Angeles Times, The Boston Globe, The Chronicle of Philanthropy, USA Today, The NonProfit Times, Bloomberg, and has appeared on NPR.

He is a frequent speaker at events including the Association of Fundraising Professionals (AFP), Association for Healthcare Philanthropy (AHP), American Marketing Association (AMA), Council for Advancement and Support of Education (CASE), Direct Marketing Fundraisers Association (DMFA), Giving Institute Summer Symposium, National Association of Independent School (NAIS), Nonprofit Technology Network (NTEN), Institute of Fundraising National Convention, Civil Society Conference, Resource Alliance’s Fundraising Online, and a keynote speaker at such events as the Crescendo Practical Planned Giving Conference.

Steve serves on the Nonprofit Technology Network (NTEN) Board of Directors and supports its focus on both the growth and professionalism of the nonprofit technology field as well as building knowledge and information sharing capacity throughout the sector.

He is a frequent blogger, published author of a chapter in the book People to People Fundraising: Social Networking and Web 2.0 for Charities, and is a co-editor of the book Internet Management for Nonprofits: Strategies, Tools & Trade Secrets. His latest book, Data Driven Nonprofits, became a bestseller in 2016.

Steve earned both his undergraduate degree and a Master of Science degree in Interactive Media from Indiana University.