Lapsed Donor Reactivation

Re-engaging previous donors using multi-channel ads with existing high-value offers.

Challenge & Goal

Reactivate lapsed donors more effectively than email alone, leveraging existing content assets.

Solution

Share Services used a multi-channel engagement approach, targeting donors through Facebook & Google display ads with high-value offers that Focus already had.

Highlights:

Targeted lapsed donors through Facebook & Google display ads.
Utilized high-value offers that Focus on the Family already possessed.
Implemented a multi-channel engagement approach beyond just email.

Looking Forward

Focus has learned that they can cost-effectively target lapsed donors to increase engagement & donations more efficiently than for new donors.

“Reactivation is cheaper than acquisition”

“It costs less to reactivate a lapsed donor than to acquire a new one. Email can be effective, but multi-channel approaches are even better. We did this with Focus and saw great results for them.”

Eddie Laing

Paid Media Specialist

Key Results

$1.82

CPM Cost Efficiency

Reached donors for a cost-effective $1.82 CPM.

Increased open rates and donor re-engagement.

Proved that targeting lapsed donors is more efficient than acquiring new ones.

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