Many donors give once and never return—but what if a simple donation request letter could bring them back?

Discover how to write a compelling donation request letter to reconnect with past donors, remind them of their impact, and encourage them to give again. Follow these easy steps and use our ready-to-go template!

What Is a Lapsed Donor Letter?

A lapsed donor letter is a focused appeal to reconnect with donors who have given to your organization in the past but haven’t given in some time. These donors already share your values, so they’re more likely to respond well when reminded of their previous gifts and the difference they’ve made.

The intention of this letter is not merely to solicit money but to reestablish relationships, thank, and motivate action by demonstrating to donors how much their giving continues to count.

Re-engaging lapsed donors is crucial for nonprofit organizations aiming to maintain and grow their support base. Research indicates that reactivating previous donors is more cost-effective than acquiring new ones.

According to the Fundraising Effectiveness Project, the probability of obtaining a gift from a recently lapsed donor (inactive for one year or less) ranges from 20% to 40%. However, the likelihood of re-engaging donors who have been inactive for over two years drops significantly to approximately 2-5%.

How Can You Attract Lapsed Donors?

To successfully entice lapsed donors, use these strategies:

• Personalization: Address the donor by first name in your donation request letter and mention their past gifts to establish an instant connection.
• Influence Storytelling: A compelling letter asking for donation should highlight impactful stories demonstrating how their contributions made a difference.
• Transparency: Your donation letter request should clearly outline the current challenges or opportunities requiring funding.
• Simplicity: Ensure your donation asking letter is easy to read, emotionally engaging, and includes a clear call to action.

By following these best practices, your request for donation letter can successfully encourage past donors to give again.

6 Steps to Writing the Perfect Lapsed Donor Letter

Step 1: Begin with Gratitude

Start your donation application letter by thanking the donor for their past contributions.

Example:
“Dear [Donor’s Name], Thank you for being such a valued supporter of [Organization Name]. Your generosity has helped us achieve [specific impact].”

Step 2: Share a Powerful Story

Your letter sample asking for donations should include a real-life example of how their past donations made a difference.

Example:
“Let me introduce you to [Name/Project]. Thanks to supporters like you, [mention impact].”

Step 3: Highlight Recent Achievements

In your request for donation letter sample, showcase what your organization has accomplished since their last gift.

Example:
“Since we last heard from you, we’ve [state achievement]. But now, we need your support more than ever.”

Step 4: Explain Current Needs

Your donation request example letter should clearly state the challenges ahead and why their renewed support is needed.

Example:
“Currently, we are facing [challenge], and your donation can help us continue making a difference.”

Step 5: Make a Clear Ask

A donation request letter should make a direct appeal, suggesting an amount based on past giving.

Example:
“Would you consider donating [$X] today? Your generosity will help us [specific purpose].”

Step 6: End with Gratitude and Urgency

Close your donation request letter with a heartfelt thank-you and a reason to act now.

Example:
“Donate by [date], and your gift will be matched dollar-for-dollar! Let’s continue making a difference together.”

Lapsed Donor Letter Checklist

Template for Lapsed Donor Letter

Subject: We Miss You at [Organization Name]!

Dear [Donor’s Name],

I hope this message finds you well! It’s been a while since we last spoke, but I wanted to take a moment to thank you personally for the amazing impact you’ve had through your previous support of [Organization Name]. Your support allowed us to accomplish [specific achievement], and we couldn’t have done it without you.

Let me tell you a brief story: [Insert brief anecdote about someone or something affected by donor’s past giving]. This is just one of the many ways your generosity has transformed lives.

Since your most recent contribution, we’ve been working day and night toward our cause. Because of donors like you, we’ve been able to [note recent successes]. But looking forward, we’re confronting new challenges— [explain current need or opportunity].

Would you renew your support with a gift of [$X]? Your gift will enable us to [description of specific impact]. Together, we can keep writing stories like the one above.

You can make a gift today by visiting [website link] or by using the form enclosed. Every gift makes a difference—and at this moment, every second counts.

Thank you again for being such a vital member of our community. We look forward to hearing from you soon!

Best regards,

[Your Name]

[Your Title]

[Organization Name]

Bring Your Donors Back and Keep Them Engaged!

Reconnecting with lapsed donors isn’t just about asking for another gift—it’s about reminding them why they supported you in the first place. By crafting personal, meaningful outreach and sharing the real impact of their past contributions, you can reignite their passion for your cause.

But re-engagement doesn’t stop at a single donation. Building lasting relationships requires consistent communication, appreciation, and opportunities for involvement beyond giving. Want to offer more ways for donors to stay connected? Check out our [Donor Management Tool] to track engagement, personalize outreach, and create lasting connections.