Lapsed Reactivation
I found 1,270 former donors whose engagement has quietly returned before their giving has.
$310K estimated revenue opportunity
These supporters stopped giving 12 to 36 months ago, but have opened, clicked, attended or visited recently. Reactivation is almost always cheaper than acquisition, and this group is signalling readiness now.
Why This Matters
Acquiring a new donor at Harborlight costs roughly $94. Reactivating a lapsed one costs $11. 64% of this audience re-engaged in the last 60 days, which is the window where reactivation rates roughly double.
Audience Story
1,270 supportersWho are these 1,270 supporters?
- Median lifetime giving before lapse: $410
- Average time since last gift: 19 months
- 64% re-engaged with content in the last 60 days
- 38% lapsed after a single failed renewal, not a decision to leave
- None have been contacted with a reactivation ask in 12 months
Actions Evaluated
AltruNova decisioning- Recurring ConversionLow
- Gift UpgradeLow
- Supporter ActivationModerate
- Lapsed ReactivationRecommended
Why Lapsed Reactivation: Asking a lapsed donor for a monthly commitment before they have given again suppresses response. The first job is a single, easy return gift; recurring becomes the right motion 90 days later.
Recommended Strategy
- Audience
- 1,270 supporters
- Primary Motion
- Lapsed reactivation
- Recommended Action
- Send a low-friction return gift ask anchored to their previous giving level
- Primary Experience
- Win-back appeal with a progress update on the programme they last funded
- Primary Channel
- Email, with direct mail for the top lifetime band
- Expected Reactivation Rate
- 7–9%
- Estimated Lifetime Value Expansion
- $740K
- Estimated Revenue
- $310K
Why This Approach
I anchor the ask to their last gift rather than optimizing upward. Recovering the relationship is worth more than a larger first gift, and 61% of reactivated donors accept a recurring ask within a year.