The Forgotten Gold Mine

Why reactivating lapsed donors should be your priority.

The numbers told a story I hadn’t expected. Six months into my role as president of Serving Orphans Worldwide, our donor reactivation efforts yielded remarkable results: 52 lapsed donors returned to giving, contributing over $62,000 in total support. Meanwhile, our focus on stewarding existing relationships helped achieve a 49% second-year conversion rate for donors who gave their first gift in 2024.

Perhaps most surprising, this emphasis on reactivation didn’t cannibalize new donor acquisition. We’re running 144% ahead in new donors compared to the same period last year.

I discovered that some of our most promising prospects were hiding in plain sight.

These results challenged a fundamental assumption I had carried from my fundraising background: that growth primarily comes from finding new supporters. Instead, I discovered that some of our most promising prospects were hiding in plain sight. Former donors who already believed in our mission had simply drifted away.

The Biblical Foundation for Persistent Pursuit

Jesus told a parable about a woman who lost one of her ten silver coins (Luke 15:8-10). Rather than simply writing off the loss, she lit a lamp, swept her house, and searched carefully until she found it. When she recovered the coin, she called together her friends and neighbors to celebrate: “Rejoice with me; I have found my lost coin.”

This story perfectly illustrates the heart behind donor reactivation. Lapsed donors are like that lost coin. They have genuine value. They belong in our ministry family, and they’re worth diligent effort to recover. The woman didn’t abandon her search because she had nine other coins. She recognized that what was lost still belonged to her household and deserved pursuit.

When we persistently pursue relationships with former supporters through genuine care and gratitude, we’re following this biblical model. We’re not badgering strangers but seeking to restore what belongs in our ministry family.

The CEO Revelation: Overlooking Our Greatest Assets

Taking the helm at Serving Orphans Worldwide opened my eyes to a counter-intuitive truth: most organizations invest 80% of their energy pursuing 20% of their potential. We chase new donors while neglecting former supporters who already possess three crucial qualities.

1. They believe in our mission. Unlike cold prospects who need education, lapsed donors already understand why caring for orphans matters.
2. They have demonstrated capacity and willingness to give. Their previous support proves both their financial ability and heart alignment with our cause.
3. Also, they understand our impact through previous communications.

The missing piece? Gratitude and consistent communication. When I arrived, we immediately increased communications to demonstrate appreciation to current and lapsed donors alike. The response revealed how many former supporters were simply waiting for someone to reconnect with them.

Three Low-Cost, High-Impact Strategies

The beauty of donor reactivation lies in its simplicity. Three strategies have transformed our donor engagement without breaking our budget.

• Handwritten thank you notes became my personal mission. I committed myself to writing cards to all donors. The cost is minimal: stamps, cards, and time. But in our digital age, handwritten notes create profound personal connection.

• Welcome phone calls to new donors establish relationship foundations that support long-term giving. These simple conversations express gratitude and connect donors to our mission, showing we value them as partners, not just funding sources.

• Monthly impact stories keep our mission front-and-center between appeals. We share specific stories of life transformation that directly connect donor gifts to changed lives. Digital delivery keeps costs low while maintaining consistent touchpoints.

The Stewardship Imperative

Scripture teaches that “whoever is faithful in very little is also faithful in much” (Luke 16:10). Faithful stewardship of donor relationships reflects this principle. Every lapsed donor represents unrealized kingdom potential that could advance God’s purposes if we faithfully tend these relationships.

When we neglect former supporters, we fail in our stewardship responsibility.

When we neglect former supporters, we fail in our stewardship responsibility. These individuals felt called to support our mission once. Our role includes creating pathways for their continued engagement, not abandoning them when they go quiet.

Start Today

What former supporters are waiting for your call? The beauty of donor reactivation lies in its accessibility. You don’t need sophisticated systems or significant budgets. You need intentionality and persistence.

Challenge yourself: identify ten lapsed donors this week and reach out personally.

Write a note, make a call, or send a personal email. Share a recent impact story and express genuine gratitude for their past support. You might be surprised how many are simply waiting for someone to invite them back home.

Your mission’s impact depends not just on finding new supporters, but on faithfully stewarding the relationships God has already provided. The gold mine isn’t always in uncharted territory. Sometimes it’s in your own backyard, waiting to be rediscovered.

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Jeremy Reis is the President & CEO of Serving Orphans Worldwide (SOW). SOW rescues, trains, and sustains struggling children’s homes. Jeremy blogs at nonprofitfundraising.com and hosts the Nonprofit Answers podcast. Jeremy serves on the Advisory Council of Christian Leadership Alliance.