Your Donor Database is Costing You Money. Here’s How to Fix It Today

A nonprofit we worked with had a donor who had been giving somewhere around $1,000 a year for five years straight. Then, they stopped. No note, no explanation, just silence. Six months later, when the development director finally reached out, the donor’s response was short:

"I assumed you just didn’t need my support anymore."

This happens constantly. Not because donors stopped caring, but because no one followed up. The nonprofit had a CRM that was tracking lapsed donors, but by the time they realized the loss, the donor had moved on.

If your nonprofit isn’t using its database to identify and retain donors before they lapse, you’re leaving money on the table. Here’s how to fix that today.

Three Ways to Make Your CRM Work for You (Not Against You)

1. Find the Donors Who Want to Give Again Before They Disappear

Most donors don’t stop giving because they’ve lost interest. They stop because no one made them feel like their gift mattered.

What to do today:

Pull a report of donors who gave last year but haven’t given this year.
Pick five names.
Send them a quick, personal email–no ask, just a check-in.

Example Email:

Subject: We Miss You! Hi [Donor’s Name], I was looking through our records and noticed your generosity last year and wanted to share that it made a real difference. I wanted to personally check in and see how you’ve been. No ask, just gratitude. Hope to hear from you soon, [Your Name]

Most nonprofits never do this, which is why donors leave. If you take five minutes to reach out today, you may save a donor relationship before it’s too late.

2. Stop Sending Every Donor the Same Message

Every donor isn’t the same, but most nonprofits treat them that way. Sending a mass, one-size-fits-all appeal tells your supporters:

"We don’t know you."

A first-time donor, a long-time supporter, and a lapsed donor each need a different approach.

What to do today:

Take five minutes to segment your donors into three groups:
- New Donors (First-time givers) → Welcome them with a personal note and a story about impact.
- Loyal Donors (Multi-year givers) → Send an exclusive update showing how their continued support makes a difference.
- Lapsed Donors (13+ months since their last gift) → Send a message inviting them back.

Even if you don’t have a sophisticated CRM, you can do this with a simple spreadsheet or email tags. The more you acknowledge donors as individuals, the more likely they are to stay engaged.

3. Make Thanking Donors Personal and Immediate

One of the biggest reasons donors stop giving? They never feel properly thanked.

A nonprofit partner of Hairpin's tested something simple: they sent handwritten thank-you notes to 10 lapsed donors—just notes, no appeals. Within six months, four of them had given again!

What to do today:

Pick one donor who gave in the last 30 days.
Call them, email them, or send a quick note just to say thanks.
Keep it simple: “I just wanted to take a moment to say how much we appreciate your support. It truly makes a difference.”

It doesn’t need to be perfect. It just needs to be done. Often!

Take It Further: Build a Smarter Donor Database

Once you’ve taken these steps, here’s how to keep improving:

Schedule a 10-minute "donor check-in" once a month. Scan your list and identify five donors to follow up with.
Try a “gratitude-first” email campaign. send updates and appreciation before your next appeal.
Map out a three-month re-engagement plan to bring lapsed donors back.

Do This Today:

Identify five lapsed donors and send them a personal email.
Segment donors into three simple groups and adjust messaging accordingly.
Call or email one donor just to say thanks—no ask.