Why Donors Lapse and How to Bring Them Back

Did you know that 55–60% of donors stop giving each year? Even more alarming, only 19.4% of new donors give again the following year. This high donor turnover creates financial challenges for nonprofits and disrupts long-term relationships.

Here’s why donors stop giving and how to win them back:

• Why Donors Stop Giving:
  1. Financial hardships or life changes.
  2. Feeling unappreciated or ignored.
  3. Poor communication or irrelevant outreach.
  4. Lack of visible impact from their donations.
  5. Shifting priorities to other causes.
  6. Frustrating donation processes.
• How to Re-Engage Donors:
  1. Personalize messages and show gratitude.
  2. Prove the impact of their contributions with clear results.
  3. Use tools like HelpYouSponsor to automate and simplify donor engagement.
  4. Offer alternative ways to reconnect, like volunteering or attending events.

Improving donor retention by just 10% can lead to a 200% increase in revenue. Start with personalized, transparent communication to turn lapsed donors into lifelong supporters.

Why Donors Stop Giving

What Donor Lapse Means and Why It Matters

Donor lapse occurs when individuals who previously supported an organization stop contributing. Essentially, it represents a lost connection. Recent data reveals a staggering statistic: for every 100 donors gained in 2017, 99 have since lapsed. This constant turnover poses a significant challenge for nonprofits trying to maintain stability.

When donors stop giving, it disrupts financial predictability, making it harder to plan programs, expand initiatives, or respond to crises effectively. Beyond the financial strain, losing donors can tarnish an organization’s reputation and limit its ability to attract new supporters, especially through word-of-mouth advocacy.

The numbers paint a concerning picture. Donor retention rates have dropped by 2.6% year-over-year, while efforts to recapture lapsed donors have only been successful 4% of the time. Even more troubling, nearly half of lapsed donors (49%) believed they were still actively supporting the organization. This disconnect underscores how easily donors can slip away unnoticed, leaving organizations scrambling to understand why.

Main Reasons Donors Stop Contributing

Understanding why donors disengage is the first step toward addressing the issue. Several key factors contribute to donor lapse, and recognizing these can help organizations take preventative action.

1. Personal Circumstances
Life changes often play a significant role in donor behavior. Financial hardships like job loss, retirement, or unexpected medical expenses can force donors to cut back on giving. Geographic moves also shift priorities, with many donors choosing to support causes closer to their new homes.

2. Feeling Unappreciated
A lack of gratitude can drive donors away. Marketing strategist Mark Mehling, who has over 40 years of experience, explains:

"The vast majority of people who stop giving to charity do it because they either no longer believe in the cause, no longer trust the charity, or predominantly, don't feel appreciated for their donation".

3. Communication Issues
Poor communication is another common culprit. Mistakes like misspelling a donor’s name, sending irrelevant appeals, or making inappropriate funding requests can alienate supporters. On the flip side, overwhelming donors with too many appeals can also push them away.

4. Lack of Visible Impact
Donors want to know their contributions matter. When organizations fail to show how donations are making a difference, supporters may question the value of their giving and withdraw their support.

5. Shifting Priorities
As new social issues or crises emerge, donors may redirect their contributions. For instance, someone who previously supported education initiatives might shift their focus to disaster relief or environmental causes.

6. Complicated Donation Processes
A frustrating donation experience - whether it’s too many steps or confusing forms - can deter even the most well-intentioned supporters. Economic pressures further compound the issue, forcing donors to make tough financial decisions that often result in reduced charitable giving.

To address donor lapse effectively, organizations must first identify the root cause. Surveys and feedback from lapsed donors can provide valuable insights into where things went wrong, allowing nonprofits to develop targeted strategies for re-engagement.

Why Donors Stop Giving (And How to Fix It!) | Mission Retainable Report

How to Win Back Lapsed Donors

Reconnecting with donors who have drifted away takes more than a generic appeal. The key is rekindling the personal connection that initially inspired their support. By combining tailored messaging, transparency, and genuine appreciation, organizations can re-engage these supporters effectively.

Creating Personal Messages That Connect

Winning back lapsed donors starts with personalization. A one-size-fits-all approach won’t work here - your outreach needs to feel uniquely crafted for each individual. Begin by understanding why they supported your cause in the first place and what might have changed since then.

Segment donors based on factors like the time since their last gift, the frequency of their donations, and the amounts they contributed. This allows you to send messages that directly reference their giving history and highlight the impact of their past support. For example, if someone donated $250, you might explain how that helped provide school supplies for 15 children. These specific connections remind donors of the good they’ve already done.

Your tone should be warm, empathetic, and welcoming. The goal is to make them feel valued and missed. Use multiple communication channels to reach out - personalized emails, handwritten notes, phone calls, or even in-person meetings, depending on what feels most appropriate. A “We miss you” email, followed by a thoughtful phone call or note, can be particularly effective.

Another powerful tactic is the use of anniversary emails. For example, GoFundMe Pro suggested sending these to remind donors of their prior contributions and the impact they made. Including a donation button makes it easy for them to give again, either as a one-time gift or a recurring contribution.

Beyond financial asks, invite lapsed donors to engage in other ways. Encourage them to volunteer, attend an event, or share your organization’s content on social media. These activities can help re-establish the relationship without the immediate pressure of another donation.

Once you’ve reconnected, it’s crucial to show them the tangible results of their support.

Showing Impact and Being Transparent

Trust is the cornerstone of re-engaging donors, and transparency plays a huge role in building that trust. Research shows that organizations that openly share financial reports, goals, and measurable progress receive 53% more in contributions than those that don’t.

Many donors hesitate to give because they’re unsure how their money is being used. In fact, about one-third of Americans don’t trust charities to manage funds effectively, and more than 60% globally doubt nonprofits can fulfill their missions. To address this, provide a clear breakdown of how donations are allocated. Show exactly how much goes toward programs versus administrative costs. This level of detail reassures donors and addresses their concerns.

Go beyond vague statements like “making a difference.” Instead, share specific outcomes. For instance, Boys to Men Tucson reported that 76% of participants in their Healthy Masculinity Talking Circles felt more comfortable sharing their thoughts - a 20% increase from the previous year. They tracked these results through intake surveys and evaluations, giving donors concrete evidence of their impact.

Create engaging impact reports using charts, infographics, and human-interest stories. While data provides the hard facts, personal stories put a face to the numbers, making the results feel real and relatable. For example, a story about a student who received school supplies thanks to donor support can leave a lasting impression.

As Eric Bailey from CAPTRUST explains:

"When an organization provides insight into how donations are used, it adds depth and breadth to the mission that could not be gained in any other way".

Don’t shy away from discussing challenges. Be honest about obstacles your nonprofit faces and explain how you’re addressing them. This kind of openness further builds trust and shows donors that their support is needed now more than ever.

Once you’ve demonstrated impact, the next step is to express gratitude in a way that feels personal and meaningful.

Expressing Gratitude and Recognition

Timely and personalized gratitude can make all the difference. A simple thank-you, delivered within 48 hours, can go a long way toward showing donors they’re appreciated. Tailor your acknowledgment to their preferences - some may enjoy public recognition, while others prefer a private thank-you.

Handwritten notes, personalized emails, or even thank-you videos from beneficiaries can create a strong emotional connection. For example, Youth For Understanding had program participants write notes to thank their host families and supporters, which helped strengthen relationships and secure future contributions. Similarly, Ready, Willing & Able included photos and quotes from individuals they served in their thank-you emails, making the impact of donor generosity crystal clear.

Consider hosting appreciation events or offering exclusive perks like early access to content. These gestures make donors feel like valued members of your community. You can also spotlight donors in newsletters or on social media, which not only recognizes their contributions but also inspires others to give.

Finally, ask for feedback. Send brief surveys to understand why donors stopped giving. Frame these as opportunities to improve rather than interrogations. This shows that you value their input and are committed to addressing any concerns they may have had.

Using HelpYouSponsor for Donor Retention

Even with the best strategies in place, manually managing donor retention can feel like an uphill battle for nonprofit teams already juggling countless responsibilities. That’s where HelpYouSponsor steps in, automating donor retention efforts while keeping the personal touch intact. This platform takes the heavy lifting out of re-engagement strategies, ensuring they’re executed seamlessly and effectively.

HelpYouSponsor doesn’t just streamline donor management - it strengthens the bond between donors and organizations. On average, nonprofits using HelpYouSponsor have reported a 3.8× increase in sponsorships after adopting the platform.

Key Features of HelpYouSponsor

HelpYouSponsor is built to address one of the biggest challenges nonprofits face: keeping donors engaged and preventing lapses. Its automated tools ensure that donors feel valued and connected, without requiring constant manual intervention. Here’s how it works:

• Automated Emails and Messaging: The platform sends personalized updates, letters, and photos to donors, keeping them engaged. For instance, you can set up automatic anniversary emails to thank donors on the date of their first contribution or launch re-engagement campaigns for those who haven’t donated in a while.

Danny Cunningham, President of 4 Him in Africa Ministries Inc., shared how HelpYouSponsor transformed their operations. His organization uses the platform to manage sponsorships for children attending Lifesong Miracle Primary School in Bihembe, Uganda. By automating daily tasks, they’ve been able to focus on their mission while keeping sponsors engaged.

"Being able to turn the daily operating duties over to a program that runs in the background of our website was an answer to prayer."

• Danny Cunningham, 4 Him in Africa Ministries Inc.

• Donor Self-Service Portal: This feature empowers donors to manage their own information, view donation histories, and download tax receipts. It also reduces administrative workload, allowing staff to focus on mission-critical tasks.
• Real-Time Financial Reporting: With detailed, up-to-the-minute insights into donations and sponsorship commitments, nonprofits can quickly identify at-risk donors and track retention progress.

Here’s a quick look at how these features support donor retention:

Simplifying Re-Engagement with HYS

HelpYouSponsor goes a step further by making donor re-engagement a breeze. The platform automates 90% of sponsorship management tasks, freeing up valuable time for nonprofit teams.

Its advanced filtering capabilities allow organizations to pinpoint specific donor groups for targeted campaigns. For example, you can quickly identify long-term donors who haven’t logged into their portal recently, supporters who contributed certain amounts, or donors active during specific periods. This level of precision ensures that each campaign resonates with its audience.

The platform also integrates seamlessly with tools like Stripe, Mailchimp, and Zapier, making it easy to connect with donors across various channels.

Farrell Burton, Director of Operations at Hope Project International, has been using HelpYouSponsor since 2014 to manage their efforts in Nicaragua. He credits the platform with enabling his organization to provide education, healthcare, and essential support to children more efficiently.

"Through this program, we can provide education, healthcare, and basic needs, giving children a brighter future."

• Farrell Burton, Hope Project International

Another standout feature is the event management tool, which simplifies planning and executing appreciation events for donors. From tracking RSVPs to managing communications and post-event follow-ups, everything is handled within the same system that stores donor histories.

As for affordability, HelpYouSponsor offers pricing options that work for organizations of all sizes. The free plan supports unlimited donors and recipients with up to 10 sponsorships per month, while the Pro plan costs $39/month and includes advanced automation features for growing programs. This flexible pricing ensures that nonprofits can start building stronger donor relationships right away, regardless of their budget.

Building Long-Term Donor Relationships

Reconnecting with lapsed donors is just the beginning. The real challenge - and opportunity - lies in keeping them engaged over the long haul. Why does this matter so much? Loyal donors are twice as likely to increase their contributions compared to passive ones. Even more striking, a mere 1% boost in donor loyalty can lead to 20% more income and 15% better donor retention over three years. Clearly, building lasting relationships is worth the effort.

What sets nonprofits that retain donors apart is their focus on consistent and meaningful engagement. Donor stewardship isn’t just about asking for money - it’s about creating genuine connections. It’s about making supporters feel like valued partners in your mission, not just names on a mailing list.

Creating Consistent Engagement Year-Round

Strong donor relationships hinge on year-round communication. Regular updates keep your organization front and center while reinforcing the impact of their support. Successful nonprofits treat engagement as an ongoing journey, not a series of one-time interactions.

A smart way to stay connected is by crafting a monthly schedule rooted in engagement data. Share mission-driven stories that resonate with your audience. This ensures your outreach feels relevant and purposeful, rather than random or generic.

Personalization is the secret ingredient here. Studies show that 71% of donors feel more connected to a nonprofit when they receive tailored content, and personalized thank-you messages can boost retention by up to 10%. By tailoring communication based on donor history and preferences, you show supporters that their contributions truly matter.

Small, personal gestures can go a long way in keeping donors engaged for the long term. Recognizing milestones, like anniversaries of their first donation or birthdays, makes donors feel like they’re part of something bigger. These touches remind them they’re not just donors - they’re vital partners in your mission.

"People like to be thanked, they want to know that what they have done is appreciated, really appreciated. When we get a gift that we think is special, let's find a way to thank the person at least seven times before we ever ask them again for another gift." - Mary G. Roebling

Interactive elements can also deepen engagement. Consider using email series with quizzes or surveys to invite feedback. Offer volunteer opportunities that allow donors to actively participate in your mission.

And here’s a compelling stat: Recurring donors give 42% more annually than one-time donors. Converting one-time contributors into regular supporters starts with showing them the ongoing impact of their gifts and providing consistent opportunities to stay involved.

Adapting to U.S. Giving Patterns

Timing matters when it comes to donor engagement. Understanding seasonal giving trends in the U.S. can help you align your outreach for maximum impact. While year-end giving dominates, months like April, May, September, and October also offer strong opportunities to connect with donors.

The summer months, often quieter for fundraising, provide a chance to focus on donor stewardship and volunteer recruitment. Instead of major campaigns, try interactive challenges or other creative ways to keep supporters engaged during this downtime.

To avoid overwhelming donors, plan quarterly communication that matches donation cycles. For example, the IWK Foundation sends out seasonal gratitude reports to share updates without asking for money.

Matching gift campaigns are another powerful tool, especially during peak giving seasons. Research shows that 84% of donors are more likely to give when a match is offered, and 40% are willing to donate more in these cases. These campaigns can drive a 71% increase in donation responses and a 51% boost in average gift amounts.

Using data analytics to create a "Donor Journey Map" can help you visualize key touchpoints throughout the year. This tool identifies gaps in your communication strategy and ensures donors stay engaged at every step.

Finally, transparency is essential. Share details about your finances, the challenges your nonprofit faces, and the tangible impact of donations. Being open builds trust and helps donors see exactly how their support makes a difference.

Here’s a sobering fact: 13% of donors stop giving because they feel unacknowledged. By tailoring your communications to U.S. giving patterns and consistently recognizing donor contributions, you’ll create strong, lasting relationships that weather seasonal shifts and economic ups and downs.

Conclusion: Turning Lapsed Donors into Lifelong Supporters

Turning lapsed donors into lifelong supporters is a cornerstone of building a strong and sustainable nonprofit. Statistics show that only 19.4% of new donors give again the following year, while repeat donors have a much higher retention rate of 69.2%. This gap highlights the importance of focusing on keeping donors engaged over the long term.

Understanding why donors lapse is the first step toward preventing it. Whether it’s due to a lack of communication, unclear messaging about their impact, or feeling unappreciated, each issue has a targeted solution. The goal is to address these challenges proactively - ideally before donors disengage. Using a multi-channel approach to stay connected can make all the difference.

From here, personalization and storytelling become your strongest tools. Tailored communications that reference a donor’s past contributions can help rebuild trust and foster deeper connections. Sharing compelling stories that highlight the impact of their support reinforces their role in your mission.

Tools like HelpYouSponsor simplify donor management by tracking engagement patterns and automating personalized thank-you messages. This frees up your team to focus on meaningful, impact-driven communication that drives retention.

Ultimately, donor retention isn’t just about maintaining financial support - it’s about building a community. Re-engaged donors often become your organization’s most loyal advocates, sharing your mission with others and amplifying your reach.

The journey from lapsed donor to lifelong supporter requires consistent, heartfelt engagement. In a time when donor retention rates are under pressure, mastering this process gives your nonprofit a critical edge. By focusing on understanding, personalizing interactions, and maintaining steady communication, you can secure the foundation for your organization’s future.

FAQs

How can nonprofits identify why donors stop giving?

Nonprofits can gain insights into why donors stop contributing by employing a few effective strategies. Begin with surveys or personal outreach to collect candid feedback about their reasons for withdrawing support. Analyze donation trends and communication habits to spot patterns, such as decreased interaction or overlooked follow-ups. It’s also helpful to consider external factors, like how donors perceive the impact of their contributions or shifts in their personal situations.

By pinpointing these core issues, nonprofits can implement specific actions to reconnect with donors and strengthen retention over time.

How can nonprofits effectively communicate the impact of donations to re-engage donors who have stopped giving?

To reconnect with donors who have stopped giving, nonprofits should prioritize clear and engaging communication that highlights the real impact of their support. Sharing success stories or showcasing measurable results through visuals like photos, videos, or infographics can help donors see the difference their contributions have made.

Regular updates are key. Provide impact reports that outline major milestones, specific accomplishments, and the direct effects of donations. This level of transparency not only builds trust but also reaffirms the significance of their generosity. On top of that, expressing sincere gratitude for their previous support can make donors feel appreciated and more connected to your mission, which may encourage them to give again.

How can technology, like HelpYouSponsor, help nonprofits retain and re-engage donors?

Technology has revolutionized how nonprofits connect with their donors, making it easier to keep supporters engaged and coming back. With tools that enable personalized communication, automate outreach, and deliver real-time insights into donor behavior, organizations can strengthen relationships and build lasting connections.

Take platforms like HelpYouSponsor, for example. They simplify donor management by automating customized messages and providing clear, actionable data on donor trends. These features help nonprofits understand their supporters better, create meaningful interactions, and ultimately boost donor retention.

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