Lapsed donors—those who have given to your organization in the past but have not done so in recent times—represent a valuable segment of your donor base.
Re-engaging these individuals can lead to renewed support and deeper relationships. However, understanding why these donors have lapsed and how you can bring them back requires careful, thoughtful questions that resonate with their experiences.
Here’s a quick response I give to all questions on crafting the most effective lapsed donor survey questions.
1. Understand the "lapse"
The first step in re-engaging lapsed donors is to understand why they stopped giving.
Asking directly can provide valuable insights:
What was your primary reason for discontinuing your financial support?
Were there any specific events or changes in our organization that influenced your decision to stop giving?
Did you experience any issues or challenges when donating that discouraged you from continuing?
These questions help identify any barriers or dissatisfaction that caused donors to stop giving. By addressing these issues, you can create more targeted strategies to win them back.
2. Gauging Interest and Engagement
It’s also important to understand if lapsed donors still feel connected to your cause. Questions that explore their level of engagement can reveal whether they’ve simply drifted away or if they’ve lost interest entirely:
Do you feel connected to our mission and values?
How often do you think about or interact with our organization?
Are there other causes or organizations that have captured your interest more recently?
Understanding whether the lapse is due to a loss of interest or a shift in priorities allows you to tailor your re-engagement strategy accordingly.
3. Offering Solutions and Rebuilding Trust
Finally, offering solutions or changes can help demonstrate that you value the donor’s input and are committed to improvement. Questions that ask for feedback or suggestions can be particularly powerful:
What changes or improvements would encourage you to renew your support?
How can we better communicate our impact and successes to you?
Would you be interested in contributing to specific projects or initiatives that align with your passions?
These questions not only show that you’re listening but also provide actionable insights that can guide your re-engagement efforts.
By asking the right questions, you can open up a dialogue that leads to renewed support and a stronger, more resilient donor base.
Want your next donor or member survey to lapsed audience to get a quick review for inclusivity? Check out this Survey Audit Resource.
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