Declining income for charities means the sector is looking at new or more effective ways to acquire generous supporters.
One of the most cost-effective acquisition channels has to be to look to reactivating the inactive group of potential donors already in your database. Lapsed supporters, cash givers or those that have shown interest but never donated can be your next loyal supporter.
Blackbaud have released a white paper on this, based on US trends, but some interesting takeaways.
They recommend categorising your lapsed or inactive in this way.
What we can see from the table is that, the most valuable inactive donor base is hidden in the Missed Connection, Higher Dollar and Giving Stalwarts group, providing a decent campaign response rate of 6.5%.
For the rest, email campaigns are an affordable way to try to convert a small number to action.
A value exchange is an excellent way of reactivating your lapsed supporters.
At Zaffo, we have witnessed a campaign ask to a warm donor base versus a raffle ask to a lapsed donor base. Both were sent at the same time from the same charity, and the raffle campaign achieved a slightly higher conversion rate.
Perhaps the lapsed supporters just need that little nudge? They can see value in their donation as they may win something back. They justify the cost of the ticket as the money goes to your charity.
Consider adding prize-led fundraising asks for those that aren’t active. As well as lapsed, consider social followers and could you get more from your Corporate Partner staff and customers?
Message me for more on setting up or running a raffle or lottery that is built for the 21st century supporter.
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