Lapsed Donor Reactivation Letter
Re-engage with respect.
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Write a lapsed donor letter. Donor segment and time since last gift: [SEGMENT]. What has happened at the organisation since: [UPDATES]. What I would like them to do: [ACTION]. Write a letter of 220 words that acknowledges their past support, shares a specific update, asks whether they would like to keep hearing from us, and makes a modest ask or invitation. Provide an email version, a reply form with options (give again, change how we contact you, stop contact), and a follow-up. Avoid guilt and avoid implying wrongdoing. Mark consent, preference and data retention rules as items to verify [VERIFY] for [JURISDICTION], and honour opt-outs promptly. Also add a short phone script for high-value lapsed donors, and a rule to stop contacting those who ask us to, with updates to records within a set time. Charity, tax and fundraising rules differ by place. Mark them [VERIFY] with [JURISDICTION], keep the draft usable without them, and have a qualified person confirm them before use.
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