Integrated breakthroughs reactivate lapsed donors
91%
increase in reactivating
lapsed donors
Lower
acquisition costs
New
strong performing packages
91%
increase in reactivating
lapsed donors
Lower
acquisition costs
New
strong performing packages
Analytics
Developing New List Models
To reactivate lapsed donors, RKD tested two separate lapsed models to identify the best candidates for giving again. One model focused on recently lapsed donors and the other on deeply lapsed.

Creative
Testing New Creative
RKD also launched a lapsed creative track using the acquisition control as the starting point. We then aggressively tested against the control and within one year rolled out two new winning packages for lapsed reactivation.
