Major Gifts Challenge #2: Reengaging Major Donors Who Lapse

One of the most common challenges we are hearing from fundraisers is this:

“We have lost wonderful major donors from the past!” and “How do we reengage our former major donors?”

How about you and your team?

This is the next of our series on major gifts challenges holding us back. It’s all part of our promotion of the 2025 Major Gifts Intensive program that closes for registration next month. Beth Ann Locke is authoring this article – based on her own experience and work successfully nurturing and closing mega gifts.

Beth Ann writes:

In one of my previous major gift roles, many of my prospects were lapsed major gift donors who had given between $10,000 and $100,000.

Even though they had drifted away, these important donors from the past were still willing to see us when we finally reached back out.

We Had Dropped the Ball!

When we finally had conversations with them, we were surprised to discover that many of these donors had stopped giving because we had dropped the ball.

They literally said that they didn’t feel we kept our promises. Even more, that we did not treat them with respect (!), or didn’t use their donations as they had requested.

Unfortunately, some were still angry, but I knew that attention and a genuine desire to reconnect could go a long way in rebuilding those relationships. Often, listening was the first step to reconnect to their love of our work.

We find that all fundraising teams have lapsed mega donors who should – and could – be re-engaged. Here’s how your team can approach it: with gratitude, patience, and respect.

Step 1: Build Your List from the Inside Out

We recommend starting with those past donors who have been most involved – those who had been our champions. For your team, you could begin with those key individuals who were instrumental to your past success.

When we are coaching our capital campaign and Major Gifts Intensive members, we tell them to begin here:

1. Former Volunteer Leaders

These are your past board members, board chairs, founders, and donor champions. They were the ones who paved the way for your organization’s success, and it was often very personal to them.

Their work was about more than just giving. They were creating a vision, opening doors or sparking conversations and inviting to give.

When you reach out to them, lead with gratitude and a deep appreciation for their leadership and guidance at many of the inflection points of your organization’s growth.

They will (hopefully) be happy to hear from your institution again.

2. Campaign Donors (Capital, Endowment or Major Gift Campaigns)

These donors also may have a very strong emotional connection to your cause. They saw the potential of your institution and wanted to be part of something bigger.

We’ve found that many of our clients stop communicating personally with these donors once the gift is secured.

BUT – when you abandon a donor after they finally make the gift, how does it make them feel? Like all you wanted was their money!

They may have moved on or lowered their giving level, but – hopefully – their passion for your work is still there, just waiting to be reignited. You may need to do damage control, but hopefully, they are willing to hear back from you and your organization.

3. Lapsed Donors on Your RFM Reports.

We recommend that you use your RFM (recency, frequency, monetary) reports to identify donors who have lapsed but were previously consistently engaged and/or high-level contributors.

These are people who also cared deeply about your cause but may have stepped away due to health, professional or family reasons.

Now they simply need to be invited to continue the partnership again.

Step 2: Reach Out with an Attitude of Connection

We suggest that when you reach out, start with gratitude. People in the first two groups played a crucial role in your organization’s growth, and you should acknowledge that.

Express appreciation for their leadership and the impact they created in their earlier roles. And any of the previous donors were giving to get from where you were then to where your organization is now.

Here is how you could frame the phone conversation:“Hi [Name],I’m [Your Name], and I wanted to thank you again for your incredible contribution to [Organization]. Your leadership and generosity helped us get from [_____] to where we are today. You helped blaze the trail, and I thank you!”

Then, listen. Ask about what they have been doing and how they are. This is an opportunity for a Discovery Conversation.

Step 3: Share What’s New

Usually, after listening to their response, we suggest that you ask if they would like to hear a bit about what’s been happening since they last supported you.

If they say no, thank them for taking their time. If yes, share your current impact, and highlight key updates or milestones your organization has reached.

For example: “Since you were last connected with [organization], we’ve expanded our programs and are now serving [number] more individuals, and we’ve recently achieved [key milestone]. We are on the journey toward [next milestone], and we owe a lot of our success to the foundation you were part of building.”

This isn’t just about money—it’s about reminding them of the difference they’ve already made.

Step 4: Ask for a Conversation

Now is the time to invite them into a conversation. Ask for a few minutes to reconnect, to share where the organization is headed, and to hear their impressions. Your focus is on rekindling the relationship and starting a dialogue.

“Thanks for sharing what you’ve been up to. If you are open to a conversation, I’d enjoy sharing more with you and hearing your thoughts. Would you be open to meeting over coffee or another call at a time more convenient for you?”

Step 5: Send a Personal Note (If needed)

If you don’t have a phone number or can’t reach them, send a personal note. Handwritten is always best if you can manage it—this makes a huge difference in showing that you’ve invested time and thought into the outreach. Another option is a personal letter from you with a handwritten signature.

In your note, briefly thank them for their past contributions and update them on what’s new at the organization. Include your business card for easy reference and offer to connect in person. If you don’t have an address, your option will be connecting over email.

Step 6: If They’re Not Ready to Reconnect, Follow Up!

Don’t be discouraged if you don’t hear back right away. If a donor doesn’t respond within a month, send a gratitude report or tailored update by mail or email.

Share new developments or updates and reiterate your appreciation for their support in about four months. Keep your communication open and ongoing, even if you haven’t re-established the connection yet.

Bottom Line: Engaging Former Major Donors Who Lapse

Re-engaging lapsed major donors isn’t always easy, but it can be far more effective than constantly looking for new prospects who don’t yet know you.

After all, you know they once had capacity, connection, and the ability to give – and often the desire to be leaders.

Your best future major gift donors maybe those who have already given to you; they just need to reconnect and be reminded about the difference they made and that they can make all the difference now.

Time is Running Out to Join the 2025 Major Gifts Intensive!

Are you ready to transform your major gifts program this year? Applications for the 2025 Major Gifts Intensive close on February 20th, and we’d love to see your team in this game-changing program.

Starting March 4th, this 16-week program will meet every Tuesday for just one hour, equipping you with cutting-edge strategies to engage donors, close transformational gifts, and elevate your fundraising results.

Don’t miss this opportunity to position your organization for unparalleled success in 2025. Submit your letter of interest today—spots are limited, and time is running out!