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May 5, 2023 | Fundraising Operations, Monthly Giving, Thanking Donors
How to (Strategically) Reinstate Expired or Lapsed Monthly Donors
Monthly and other recurring donors offer invaluable stability and generosity to the nonprofits they support. Unfortunately, it’s rare that recurring donors will be able to give indefinitely, and there are many reasons their gifts could stop.
To name a few examples:
- The donor’s credit card expires
- The donor loses or otherwise needs to cancel their credit card
- The donor’s pledge expires in your nonprofit’s CRM
- Your nonprofit switches to a new payment processing method and you can’t transfer donors’ credit card information directly into it
DonorPerfect can automatically update your donors’ credit card information overnight!
Luckily, you can take advantage of the opportunity to connect with your lapsed recurring donors by thanking them for their generosity, offering them the chance to upgrade their gift, and update them on any exciting projects or recent successes.
Below are two fundraising email templates and a script for phone calls if you find yourself needing to reinstate your monthly givers. The templates provided are best for contacting donors after upgrading your payment processing method, but you can change them to match your unique situation.
Lapsed donor template: Email 1 of 2
Subject: Action required: please update your monthly giving information
Preheader (optional): Would you consider adding $5 a month?
Hello [Name],
Thank you for being a part of [organization name]’s community of monthly donors! You’re the engine that keeps us running, and we’re truly grateful for your generosity.
We’ve recently upgraded our donation processing system, and I’m reaching out to you and all of our monthly givers, as you’ll need to re-enter your payment information for your monthly gifts to continue. Please use this link to get started.
I’m happy to answer any questions you may have about your giving or the latest projects at [organization name]. In the meantime, thank you for your incredible support!
With gratitude,
[Signer]
P.S. Adding just $X to your monthly gift means we can [insert tangible outcome here]. Want to see how we’re putting your generosity to use before you decide? Check out [photos from our last project/other stewardship link here]!
Lapsed donor template: Email 2 of 2
Subject: Reminder: please update your monthly giving information
Preheader (optional): See how we’re putting your gifts to use!
Hello [Name],
Thanks to you and our community of monthly donors, [organization name] can [insert tangible outcome/recent success]. We’re truly grateful for your generosity!
You may have recently heard from me regarding our upgraded donation processing system. I’m reaching out to you and all of our monthly givers, as you’ll need to re-enter your payment information for your monthly gifts to continue. Please use this link to get started.
I’m happy to answer any questions you may have about your giving or the latest projects at [organization name]. In the meantime, thank you for your incredible support!
With gratitude,
[Signer]
Lapsed donor template: Phone script
Hello! This is [Name and title], calling from [organization name]. May I speak with [donor name], please?
Thank you for being a part of [organization name]’s community of monthly donors! We’ve recently upgraded our donation processing system, and I’m reaching out to you and all of our monthly givers, as you’ll need to re-enter your payment information for your monthly gifts to continue. (Short pause for possible response or questions)
Are you interested in continuing and perhaps upgrading your monthly giving? (Pause for answer)
If yes: Great, thank you! Would you like to give me your payment information over the phone, or would you prefer I follow up with an email and a link? (Pause for answer).
If no: We’re sorry to see you go! I’ll follow up with an email confirming that you’ll no longer be charged for your monthly gift. Thank you so much for your support!
While I have you on the phone, do you have any questions about what we’re up to at [organization name]? I’m happy to send updates about [latest project] or volunteer opportunities if you’re interested!
Thank you again! It was nice to speak with you today. Enjoy the rest of your day!
Lapsed donor template: Voicemail script
Hello! This is [Name and title], calling from [organization name], and this message is for [donor name].
Thank you for being a part of [organization name]’s community of monthly donors! We’ve recently upgraded our donation processing system, and I’m reaching out to you and all of our monthly givers, as you’ll need to re-enter your payment information for your monthly gifts to continue.
Please give me a call back at [number] to indicate whether you’d like to continue and perhaps upgrade your monthly gifts.
I’m also happy to answer any questions about what we’re up to at [organization name], and send updates about [latest project] or volunteer opportunities if you’re interested. Thank you again! Enjoy the rest of your day!
The right online donation form can inspire one-time donors to become regular, monthly, or recurring givers. Want to learn how? Check out our free guide, How to Create a Monthly Giving Form that Converts.
Download your free monthly giving form guide
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