Lapsed Donor Re-Engagement Email
Win-back message for donors who haven't given in 13-24 months
The Prompt
The Prompt
Write a lapsed donor re-engagement email for [ORGANIZATION NAME] to donors who last gave [LAPSE WINDOW].
Output Format:
1) Subject Lines: 3 options, labeled A/B/C
2) Preheader Text: 1 option
3) Email Body: follow the structure below
4) Compliance Footer
Email Body Structure:
- Greeting with [DONOR FIRST NAME]
- Acknowledgment paragraph (warm opening + gratitude for past support; reference [LAST GIFT MONTH/YEAR])
- Mission refresh + wins paragraph
- Re-entry ask paragraph with single CTA button
- Alternative engagement option
- Reassurance line
- Closing + signature ([SIGNER NAME], [SIGNER TITLE])
- Optional P.S. (include only if [MATCH DETAILS] is provided)
Requirements:
Subject Lines & Preheader:
- Provide 3 curiosity-forward subject lines (40–55 characters each, labeled A/B/C) for easy A/B testing
- Provide 1 preheader/preview text (60–90 characters)
- Tone: inviting and warm—avoid desperation or guilt
- Focus on curiosity, gratitude, and forward momentum
Email Specifications:
- Total length: 200–260 words
- Reading level: Grade 6–8
- Paragraphs: 1–2 sentences each, skimmable
- Mobile-friendly: short lines, clear hierarchy, plain language
Content Elements:
1) Opening (Warm Acknowledgment):
- “We’ve missed you” tone
- Reference [LAST GIFT MONTH/YEAR]
- Credit the donor for impact (no guilt or blame language)
2) Mission Refresh + Wins:
- 1–2 sentence reminder of the mission
- 1–2 concrete wins since their last gift (use specific numbers or a brief story)
- Concrete wins examples: “500 meals delivered,” “opened a new tutoring site,” “92% of participants secured housing”
- If [AREA/PROGRAM] is specified: tie the wins to that program
- If [AREA/PROGRAM] is “general” or blank: use organization-wide impact (e.g., “Across all our programs, we…”)
3) Personalization (with fallbacks):
- [DONOR FIRST NAME] → use “Friend” if unknown
- [LAST GIFT AMOUNT] → use “your generous gift” if unknown
- [LAST GIFT MONTH/YEAR] → use “when you last supported us” if unknown
- [AREA/PROGRAM] → default to organization-wide impact if unknown
- Use inclusive language: “your past support,” “donors like you”
4) Re-Entry Ask:
- Offer a modest suggested gift: [SUGGESTED AMOUNT] or a monthly option [MONTHLY AMOUNT]
- Include one clear CTA button: [CTA BUTTON TEXT] linking to [DONATION PAGE URL]
- CTA button best practices: 2–4 words, action-oriented (e.g., “Give Again Today,” “Renew Support”)
5) Alternative Engagement (No-Pressure):
- Offer ONE gentle alternative: either a 1-question check-in [SURVEY LINK] OR update preferences [PREFERENCES LINK]
- Frame as helpful: “so we send what matters to you”
- Do not include multiple competing options
6) Reassurance Line:
- Include: “If your gift is on its way or you’ve already renewed, thank you—please disregard this message.”
7) Closing:
- Express appreciation and forward-looking hope
- Sign with [SIGNER NAME], [SIGNER TITLE]
8) Optional P.S.:
- Include ONLY if [MATCH DETAILS] is genuine (e.g., real match or true deadline)
- Never fabricate urgency
- One sentence, max 20 words
Tone Options:
- [TONE] = FORMAL: Polished, professional, funder-appropriate
- [TONE] = WARM: Friendly, community-centered (DEFAULT—use if not specified)
- [TONE] = CASUAL: Conversational, personal (only if brand allows)
Compliance:
- Include [UNSUBSCRIBE LINK]
- Include organization contact info (address/phone/email) placeholders
- Follow CAN-SPAM requirements
Quality Standards:
- Donor-centric: focus on their impact, not organizational neediness
- Specific: concrete details, not vague claims
- Human: plain language, warm and respectful
- Avoid: guilt language, neediness (“we’re desperate”), clichés, heavy jargon, urgency gimmicks, multiple competing asks
- Subject lines: curiosity-driven; body: clear, grateful; one primary action, one gentle alternative
Example Inputs:
[ORGANIZATION NAME]: “River Valley Food Bank”
[LAPSE WINDOW]: “18–24 months”
[LAST GIFT MONTH/YEAR]: “March 2022”
[LAST GIFT AMOUNT]: “$50”
[SUGGESTED AMOUNT]: “$50” or “$75”
[MONTHLY AMOUNT]: “$15”
[AREA/PROGRAM]: “Weekend Backpack Program” or “general”
[CTA BUTTON TEXT]: “Give Again Today”
[DONATION PAGE URL]: https://example.org/donate
[SURVEY LINK]: https://example.org/check-in (optional)
[PREFERENCES LINK]: https://example.org/preferences (optional)
[SIGNER NAME]: “Maria Rodriguez”
[SIGNER TITLE]: “Executive Director”
[MATCH DETAILS]: “Every gift matched 2:1 through June 30” (optional—omit if none)
[TONE]: WARM
[UNSUBSCRIBE LINK]: https://example.org/unsubscribeHow to Customize
- Replace all [BRACKETED] fields with your specific information
- Adjust tone and length as needed for your audience
- Review and personalize before using
Pro Tips
- Test this prompt with your preferred AI tool before using in production
- Always review AI output for accuracy and appropriateness
- Customize outputs to match your organization’s voice and brand
Related Prompts
(See other prompts in the fundraising category)
Example Outputs
Compare scenarios: We tested this prompt with 3 different nonprofit contexts. Each scenario shows outputs from GPT-5, Claude, and Gemini. Select a model above each scenario to compare.
Small Community Org
A neighborhood-based youth arts nonprofit on Chicago’s South Side (staff of 6) serving local teens with free after-school and summer programs; primarily supported by small individual donors in an urban context.
View scenario details
Hi [First Name],
I hope you’re well. It’s been a little while—about 18 months since your $50 gift during our 2023 Back-to-School Art Supply Drive—and we just wanted to say we miss you. Your support helped stock our studios for the fall rush, and those brushes and sketchbooks are still sparking ideas.
Since then, South Side Youth Arts Collective has grown: we added two after-school studios, welcomed 140 new teens, and 93% of participants reported feeling more confident sharing their work. A recent highlight we think you’d enjoy: our youth-designed community mural won the City Arts Council’s Youth Showcase award!
If you’re up for reconnecting (no pressure), here are a few easy ways: - Make a gift of any size (donate link) - Volunteer as a studio helper, even once (signup link) - Drop by our First Friday Open Studio to see the art in person (RSVP link) - Take a 2-minute feedback survey to shape what we do next (survey link) - Or simply hit reply and stay in touch
We’d love to have you back in whatever way feels good right now. I’d love to hear how you’re doing—reply anytime.
Warmly, Marisol Vega Executive Director South Side Youth Arts Collective
AI Evaluation Details (Score: 8.8/10)
This is a strong, well-crafted re-engagement email that successfully balances warmth with substance. It hits all required elements, maintains appropriate length (237 words), and provides concrete impact data without being pushy. The tone is genuinely friendly and the multiple engagement options are well-presented.
- • Excellent non-pressuring language throughout ('no pressure,' 'whatever way feels good,' 'we miss you' vs 'we need you')
- • Specific, compelling impact metrics (140 new teens, 93% confidence increase, award win) that demonstrate organizational growth
- • Well-structured multiple engagement pathways with clear hierarchy and helpful parenthetical indicators for links
- • Strong personalization with specific gift reference that shows donor tracking and appreciation
- • Authentic voice appropriate for small community nonprofit—conversational without being unprofessional
- • Effective opening that acknowledges time lapse warmly and immediately connects past gift to tangible impact
- • Genuine invitation to dialogue with 'I'd love to hear how you're doing' creating two-way relationship
- • Placeholder '[First Name]' should ideally be noted as a merge field with formatting convention (e.g., {{FirstName}})
- • Link indicators '(donate link)' are helpful but could specify they're placeholders for the actual implementation
- • Minor: Could strengthen the mural win detail with one more sensory or emotional element to make it more vivid
Mid-Size Professional Org
A regional nonprofit consortium improving rural health across Appalachia (35 staff) working with clinics and hospitals; donor base includes healthcare professionals and community advocates across small towns and rural counties.
View scenario details
Dear [First Name],
I hope you’re well. It’s been about two years since your generous $500 gift in November 2023 to help launch our Telehealth Navigation Pilot. We’ve missed you—and I want you to know your support truly mattered.
Because of donors like you, the pilot has grown from a small test into a service used in 9 clinics across 6 counties. More than 1,300 patients have received one‑on‑one help to activate portals, connect to visits, and manage prescriptions, contributing to a 27% drop in missed appointments. A recent win we’re excited about: we secured a state partnership to bring telehealth navigation to every critical‑access hospital in our region next year.
If you’d like to reconnect, we’d love to have you back—on your terms: - Make a renewed gift of any size - Volunteer remotely as a patient‑portal tutor (we train you) - Attend our upcoming Rural Health Policy Briefing webinar (reply for the Zoom link) - Take our 3‑question check‑in survey (I’ll send it) - Or simply stay in touch and tell us what you care about
No pressure—just an open door. If you hit reply, I’m happy to share details or hear how you’re doing.
With appreciation,
Dr. Lena Whitaker Director of Advancement Appalachian Rural Health Network
AI Evaluation Details (Score: 9/10)
This is an exceptionally strong re-engagement email that perfectly balances warmth with professionalism. It fulfills nearly all requirements, provides compelling impact data, and creates multiple low-pressure pathways back to engagement. The tone is authentic and relationship-focused rather than transactional.
- • Excellent tone calibration—warm without being overly casual, acknowledges the gap without guilt ('We've missed you' vs. 'Where have you been?')
- • Specific, compelling impact metrics (9 clinics, 6 counties, 1,300 patients, 27% improvement) that directly connect to the donor's original gift
- • Outstanding variety of re-engagement options presented clearly with helpful details (e.g., 'we train you,' 'reply for the Zoom link')
- • Perfect length at approximately 180 words—respects donor's time as requested
- • Strong recent win (state partnership expansion) that shows momentum and validates the donor's initial investment
- • Genuine invitation to reply that feels conversational ('hear how you're doing') rather than purely transactional
- • Effective use of 'on your terms' and 'no pressure—just an open door' language that reduces barrier to re-engagement
- • Minor timeline inconsistency: 'November 2023' was only about 1 year ago from late 2024, not 2 years—though this reflects the scenario data provided, not the AI's error
- • Could potentially add one brief sentence about why the donor's perspective/input specifically would be valued, to further personalize
Large Established Org
A large metropolitan food bank serving a multi-county region around Washington, DC (150+ staff) with a robust network of pantries and corporate partners; significant base of monthly individual donors.
View scenario details
Hi [First Name],
It’s been a little while since we connected—life gets busy! I just wanted to say we’ve missed you. Your last monthly gift of $25 in July 2024, as a Plate Partners member, helped neighbors sit down to nourishing meals, and that support truly mattered.
Quick update since then: we’ve grown our partner pantry network, moved more fresh produce through new farm partnerships, and streamlined our warehouse so food gets where it’s needed faster. One win we’re excited about: we launched a new Mobile Market route that brings groceries directly to senior apartment communities—meeting folks right where they are.
If you ever want to reconnect, we’d love to have you back—no pressure at all. A few easy options: - Restart a monthly gift (even picking back up at $25) - Volunteer on a warehouse shift - Join a 30-minute facility tour - Take a 1-minute check-in survey - Or simply stay in touch
If any of that sounds good, use these quick links [restart monthly gift] [volunteer] [tour] [survey], or just hit reply and I’ll get you set up—whatever’s easiest.
Thanks for being part of the Greater Capital Area Food Bank community. We’re grateful for you, whether you re-engage now or down the road. I’d love to hear how you’ve been.
Warmly, Aisha Rahman Chief Development Officer Greater Capital Area Food Bank
AI Evaluation Details (Score: 8.4/10)
This is a strong, well-crafted re-engagement email that successfully balances warmth with professionalism. It hits all major requirements, maintains an appropriately casual tone without being unprofessional, and provides concrete, actionable next steps. The email feels genuine and would likely resonate with lapsed donors.
- • Excellent non-guilt opening ('life gets busy') that normalizes the lapse without blame
- • Specific, compelling impact update (Mobile Market to senior communities) that's concrete and emotionally resonant
- • Well-structured multiple engagement options with clear hierarchy and easy-to-scan formatting
- • Strong closing that removes pressure ('whether you re-engage now or down the road') while maintaining warmth
- • Appropriate length at approximately 220 words, respecting donor time as requested
- • Casual tone is well-calibrated—friendly without being overly informal for a CDO signature
- • Placeholder links [restart monthly gift] should be formatted as actual hyperlinks or with clearer instruction for implementation
- • Minor word count concern: while close to target, it's on the higher end and could be tightened slightly
- • The phrase 'I'll get you set up' might feel slightly transactional; 'I'll help connect you' could be warmer
- • Missing personalization token guidance (shows [First Name] but doesn't note this needs mail merge)
Test Summary: Generated Nov 1, 2025 • 3 scenarios • 9 total outputs • Average quality score: 8.6/10 • Total validation cost: $0.1194