Lapsed Donor Reactivation

The automation detects when a donor record shows no gift in 12+ months and has not been contacted in the current reactivation cycle. The trigger fires weekly.

The automation queries to retrieve the donor's full giving history, past event attendance, email engagement, and any notes. This data feeds into the segmentation and personalization engine.

The automation analyzes the donor's history to assign them to a segment (major donor, regular giver, one-time donor) and determines the most relevant reactivation message template based on their giving pattern and engagement level.

The automation composes a personalized email body that references the donor's specific gift history, past involvement, and the organization's current impact. The message is tailored to the segment and designed to re-engage.

The personalized message is sent to the donor, with tracking enabled for opens, clicks, and replies. The send is logged.

The automation monitors the email for opens and clicks over a 3-day window. If the donor opens or clicks, a follow-up trigger is set. If not, the donor enters a secondary nurture sequence.

For engaged donors, an automated follow-up email is sent 5 days after the initial send, with a direct call to action (e.g., a donation link or event invitation). For non-engaged donors, a gentler secondary message is sent after 10 days.

The automation logs the campaign outcome (sent, opened, clicked, donated, unsubscribed) in the donor record and sends a notification to the fundraising team with a summary of high-value engaged donors for immediate follow-up.