Why everything you think you know about lapsed donors is wrong.
Findings from lapsed donor research conducted by Ask Direct over the past two years challenges many of the assumptions charities make about donor retention. We need to consider not just why they stop giving, but the deeper needs and experiences that drive their decisions. The research reinforces a key insight: fundraisers can achieve breakthroughs in engaging their donors by making simple but meaningful changes to their approach and mindset.
This session will reveal:
- Common misconceptions about lapsed donors and how charities typically respond to them.
- The six distinct types of lapsed donors uncovered by the research—and what they really need.
- Examples of how organisations have reinvented, or could reinvent their approach to lapsed donors.
- Practical, human-centred strategies to re-engage donors, improve supporter experience, and increase income.
If you want to reignite lapsed donors, or rethink your approach to engagement and spark a breakthrough in retention and supporter experience, this session is for you.
Learning outcomes
- Challenge your assumptions about lapsed donors and understand how traditional approaches may be missing the mark.
- Gain insight into the distinct types of lapsed donors, their needs, and how to tailor your approaches to reengage them.
- Learn practical ways to improve supporter experience and engagement for all donor groups.