Reactivating Lapsed Donors

Recorded On: 05/25/2021


With every day that passes since a donor’s last gift, the likelihood that they’ll give again in the future declines. That’s why it is so important to keep lapsed donors in mind when designing your annual giving strategy. Developing thoughtful data-driven segments and creating personal messages across all of your solicitation channels will improve your reactivation strategy and help you achieve your fundraising goals.

Register now for your entire team to learn how to create appeal strategies for reactivating lapsed annual donors.

This webinar is eligible for 1.25 points of CFRE credit.


  • Guidelines for segmenting your lapsed donor populations
  • Methods for reactivating donors through different solicitation channels
  • Tactics for developing messages that resonate with lapsed donors
  • Strategies for evaluating your efforts and reporting results
  • Examples from other institutions, and more!

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Elizabeth Keppel

Director of Strategic Priorities, Annual Giving, The Johns Hopkins University

Elizabeth Keppel is the Director of Strategic Priorities, Annual Giving at The Johns Hopkins University, where she leads the university's undergraduate alumni participation strategy. With a career that has spanned direct marketing, frontline fundraising, volunteer and board management, and special campaigns, she recently completed five years at the University of Florida, most recently serving as the Director of Annual Giving & Strategic Initiatives. She has also worked in annual giving at William & Mary. Elizabeth holds a B.A. in Government & Philosophy and an M.Ed. in Higher Education Administration from William & Mary.


Reactivating Lapsed Donors
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