How to Re-Engage Dormant Donors Through Email Marketing

Introduction

Keeping donors engaged is a challenge for any nonprofit, especially when some supporters go silent over time. Dormant donors—those who have donated in the past but haven’t contributed recently—represent a valuable opportunity. They already believe in your cause, but they may need a reminder of why they gave in the first place.

Email marketing is one of the most effective ways to reignite their interest, rekindle their emotional connection, and inspire them to give again. In this post, we’ll explore proven email marketing strategies to bring dormant donors back into the fold.

Table of Contents

• Identify Dormant Donors and Segment Your List
• Craft a Compelling Re-Engagement Email Series
• Personalization: Make Your Donors Feel Seen
• Share Impact Stories and Updates
• Offer Multiple Ways to Reconnect
• Use a Special Campaign or Incentive
• Monitor Engagement and Adjust Your Strategy

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Identify Dormant Donors and Segment Your List

Before you can re-engage donors, you need to identify them. A dormant donor is typically someone who has not donated in 6-12 months or longer.

Steps to Identify Dormant Donors:

• Check your CRM or donor database for donors who haven’t given in the last year. Platforms like Bloomerang and Neon CRM can help.
• Create segments based on last donation date, amount, and engagement level (e.g., open rates on past emails).
• Differentiate between donors who only donated once and recurring donors who stopped giving—they may need different messaging.

Craft a Compelling Re-Engagement Email Series

A one-time email may not be enough to bring back inactive donors. Instead, create a drip email sequence that gradually reintroduces them to your mission and impact.

Example Re-Engagement Email Sequence:

1. “We Miss You!” Email – A friendly message thanking them for their past support and inviting them to reconnect.
2. Impact Update Email – Share how donations have made a difference, with photos or stories.
3. Personal Appeal from a Team Member or Beneficiary – A heartfelt email from someone their donation helped.
4. Special Opportunity or Matching Gift – Offer a matching donation or exclusive campaign to encourage giving.
5. Final Nudge Email – A last reminder with urgency (e.g., “Your support is needed before the end of the month!”).

For more on creating email sequences, check out HubSpot’s guide to email marketing.

Personalization: Make Your Donors Feel Seen

Personalization goes beyond just adding a donor’s first name to an email. Tailor your message to their giving history, interests, or past interactions.

Ways to Personalize Emails for Dormant Donors:

• Mention their last donation amount and the specific project they supported.
• Use dynamic content to tailor messaging based on donor type (one-time vs. recurring donor).
• Reference past engagement: “Last year, you helped us provide shelter for 10 survivors. We’d love to share how your impact continues today!”

Share Impact Stories and Updates

Dormant donors may have disengaged because they haven’t seen the impact of their donation. Remind them why their support matters through storytelling.

What to Include in Impact Emails:

• Real-life stories from beneficiaries (with images and quotes).
• A short video update from your nonprofit team.
• Before-and-after data showcasing how donations drive change.
• A success story blog post with a call to action to donate again.

Offer Multiple Ways to Reconnect

Not every dormant donor will be ready to give again immediately. Some may prefer to engage in other ways first. Offer alternative ways to support your nonprofit:

• Volunteer Opportunities – “Can’t donate? Your time can make a difference!”
• Events & Webinars – “Join us for a virtual Q&A to see the impact of your donations.”
• Social Media Engagement – “Stay connected by following us on Instagram and Facebook.”
• Recurring Giving Options – “A small monthly donation makes a big impact over time.”

According to Nonprofit Tech for Good, recurring donors give 42% more annually than one-time donors.

Use a Special Campaign or Incentive

Create a special fundraising campaign designed specifically to re-engage past donors. Some effective ideas include:

• Matching Gifts: “Your donation today will be doubled by a generous supporter!”
• Exclusive Recognition: “Rejoin our giving circle and be featured in our impact newsletter.”
• Limited-Time Appeal: “Help us reach our goal of $10,000 before the end of the month.”

A study by Double the Donation found that 84% of donors are more likely to give if a match is offered.

Monitor Engagement and Adjust Your Strategy

Not every dormant donor will return, but tracking email performance helps you refine your approach.

Key Metrics to Track:

• Open Rates: Are dormant donors opening your emails?
• Click-Through Rates: Are they engaging with links, stories, or donation pages?
• Conversion Rates: How many actually donate again?
• Unsubscribes: If people opt out, analyze if messaging needs to be adjusted.

For a deeper dive into tracking email marketing success, refer to M+R’s Benchmark Report.

If donors remain unresponsive after multiple attempts, move them to a separate list for long-term nurturing rather than regular campaign emails.

Final Thoughts

Re-engaging dormant donors isn’t just about increasing donations—it’s about rebuilding relationships. By using personalized, impact-driven email campaigns, you can reconnect with past supporters and inspire them to become active donors again.

Need help crafting your nonprofit’s email marketing strategy? RJ’s Digital Solutions specializes in digital marketing solutions tailored for nonprofits. Contact us today to create high-converting email campaigns that bring donors back.

Visit RJ’s Digital Solutions