Lapsed Donor Study

Nobody likes to lose active donors. However, many nonprofits fall into the trap of putting minimal effort into reactivating them. And almost no one is studying one of the most important questions about lapsed donors: why they stopped giving in the first place.

American Philanthropic’s 2021 Lapsed Donor Study is a free way to learn from your own lapsed donors, to improve your efforts to bring them back—and to keep your active donors from ending up in the lapsed file to begin with.

How does it work? You simply provide donor names, contact info, email addresses, and a few key points of giving history (number of contributions, highest previous gift, total all time giving) for those who haven’t donated to your organization in at least 24 months.

We’ll serve up those donors with an anonymous 17-question survey that serves three purposes:

  1. Reengages lapsed donors by seeking their thoughts and input (we’ll even include a donation link for you).
  2. Establishes key facts about your lapsed donor base that can inform your donor cultivation and reactivation strategies going forward.
  3. Benchmarks your lapsed donor pool against others participating in the survey—helping you understand where you might have room to grow or where you can show your leadership team that you are ahead of the pack!

Concerned about the lack of email addresses for your lapsed donors? No worries—send us your data and we’ll let you know about affordable options for us to append those that you don’t have (and get them to you for use in fundraising emails going forward).

All participating organizations will receive:

  1. Aggregate results and analysis from your lapsed donors’ responses, including a list of constituents who participated and all answers to open-ended questions.
  2. A report on the results of the overall survey, so you can benchmark your donor base against industry averages.
  3. A free consultation with senior American Philanthropic leadership about your results to help you build a strategy to make use of the survey results.

You can sign up by completing the short form below. Questions? Contact Managing Director Matt Gerken at mgerken@americanphilanthropic.com or 815-535-6222.

All of your organization’s data is protected under a confidentiality agreement. 

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