Like the business adage goes: "It costs more to get a new customer than to keep an existing one." The same is true of donors in the nonprofit world. Here are answers to some of the key questions GRC Direct clients are asking about how to handle lapsed donors in order to maximize campaign results:

Q: What's the best way to inspire lapsed donors to give again?

A: Start by asking your direct mail provider to clean up your list. Eliminating out-of-date addresses makes it cost-efficient. Also, consider culling your list to higher-level donors, so your dollars go toward reaching those who have the most to give. Send regular communication pieces that update all the good things your organization is doing. Avoid any solicitations; just share what's happening. They liked you once and might need to be reminded why.

Q: When should we remove donors who have stopped giving from our lists?

A: This depends on the frequency of your mailings. If it's typically every other month, then keeping them on the list for at least two years is appropriate. If it's more frequent, then removing them after 18 months makes sense. This ensures there is at least one year-end appeal. After all, they might just be ready to contribute again soon. One thing to keep in mind: the real issue might be your message isn't resonating with them.

Q: Would it be effective to send a direct mail piece and then an e-mail to reconnect?

A: What about starting with a phone call instead? The personal touch might make a big difference. Also, review how they connected with you originally. If it was online, send an e-mail. If direct mail motivated them to donate, perhaps a new mailing would inspire them again.

Q: How do I learn why lapsed donors directed their contributions elsewhere?

A: Perhaps assembling a focus group would be effective in understanding what's changed in their minds. Ask lots of questions, and let them know they're in safe harbor, so you receive candid comments. Remember, the only thing you ever say when someone provides feedback is "Thank you." While you might not like what you hear, you might need to hear it.

Q: What is the biggest reason donors stop giving?

A: Other than simply being unable to afford it, they lost their affinity for the organization. Whatever once connected them with the cause is no longer there – perhaps because they found something else that energizes them. Be sure to review how you connect with donors after their contributions. If you spent a lot of time in the courting phase, then ignored them once you started dating, they might find a suitor that pays better attention. Also, not having as much enthusiasm receiving the gift as they had giving it to you greatly decreases momentum.

Q: What's the best way to reconnect with donors who haven't contributed in a while?

A: Start communicating with them again, sharing information about your organization and helping them remember how they once felt about you. As for length, if they can't make their way through your materials in 10 minutes of less – this is a message-a-minute world – it's probably not going to be read. So keep things short, informative and to the point.

Q: What is an appropriate goal for re-enrolling lapsed donors?

A: While we know of no recognized benchmark for this measurement, taking one half of your renewal rate for existing donors would be a good starting point.