A proven way to reactivate lapsed donors is to ask them why they have stopped giving.

You can do this with a survey that you enclose in your mailing. Or you can leave space on the reply device for a few questions. According to Stephen Hitchcock, in his book, Open Immediately! Straight Talk on Direct Mail Fundraising, asking lapsed donors why they are no longer giving will generate some useful answers, and a sizeable percentage of the donors will mail back a gift.

You can use this new information to prevent other donors from lapsing. Review again the reasons that donors stop giving, found earlier in this handbook, to think up the kinds of questions you can ask in your survey to elicit each donor