I’m glad Tom raised the issue of ‘lapsed’ donors in his post, When To Give Up On A Donor. The issue of seemingly inactive or financially unproductive donors receives to little serious attention. In the direct response part of the trade, ‘lapsed’ donors are too often mechanistically shoved into various RFM buckets with little understanding of their true potential and almost total ignorance of why they got there in the first place. Haven’t given in 14 months? Then put ‘em in the ‘lapsed’ file; after all, ‘active is 0-12 months’. Haven’t given in 36 months? Put ‘em in
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