Embracing Old Data

You know that feeling of being so hungry and there is nothing in the refrigerator. You are staring at half-empty bottles of condiments and one zucchini and part of an onion when you turn to your pantry. And then you start going through the pantry and you find a can of beans and a bottle of artichokes. And you are tempted to just DoorDash it, but you know you have the ingredients for a bean and artichoke pasta if only you don’t mind making it because you found those random ingredients.

And now you are weighing the cost of just ordering that DoorDash because it feels easy or using those random ingredients that you bought months ago and once thought were so delicious but haven’t thought about in a while.

And you just go for it. And now you have uncorked some wine, and you end up digging out some shrimp you had in the freezer.

And 30 minutes later, you are eating a healthy dinner that you made and feeling fully satiated and it cost you nothing except spending the time to figure out what you already had and sort of forgot about?

Embracing old data in your fundraising archives is sort of like that.

Because digging through your old data doesn’t feel fun or exciting but it is full of possibilities.

Nonprofit leaders know the facts.

A new donor costs 5-10 times more to gain than a repeat donor. Lapsed donors fall somewhere in between there. They know you, they once cared about you, and they are more than capable of giving to you.

The thing about fundraising is that we are always looking for the next thing, and unless we are diligent about our data management, lapsed donors often get overlooked or ignored. Even with good data management, it is hard to envision what do to with lapsed donors… sort of like not knowing what to do with that old can of beans and artichokes.

Perhaps you missed a grant due to an ill-timed cycle, or a once-loyal donor quietly slipped away. These moments are not failures; they are opportunities waiting to be rediscovered. Your organization’s donor history—whether housed in a sophisticated CRM or scattered across old spreadsheets and board reports—is a map of relationships, intentions, and possibilities.

Why revisit these connections?

Because they are some of your most valuable opportunities right now. Donors and funders who once supported your mission did so for a reason. Their interest may not have faded, but circumstances may have changed. A thoughtful outreach can remind them of your impact and invite them to reengage.

Plus, in reviewing this data, you may find trends in your work that can reveal critical insights like grant cycles you missed, communication gaps, or shifts in donor interests that can inform future strategy. This is especially valuable when you have had staff changes, which we often see in times of crisis management.

So how are you going to this effectively when you are already so overwhelmed?

1. Audit Your Records
   Even if you don’t have a CRM, your organization likely has records in some form—Excel spreadsheets, annual budgets, meeting minutes, or board reports. Dust off these files and compile them into a central location for review. Check out our article on building databases…this process may feed two birds with one scone.

2. Segment Lapsed Supporters
   Identify donors and funders who have not given in one, two, or more years. Note the amount, frequency, and type of support they provided. This will help you prioritize outreach.

3. Investigate the Why
   Try to discern reasons for lapses. Was a grant cycle missed due to poor timing? Did a major donor stop giving after a change in leadership? Understanding the context can inform your approach.

4. Tailor Your Outreach
   Personalize your communications, referencing past involvement and expressing genuine interest in rekindling the relationship. Share recent achievements and new opportunities to demonstrate your organization’s ongoing vitality.

5. Track Your Progress
   Whether you use a CRM or a simple spreadsheet, document each touchpoint and outcome. This builds institutional memory, ensuring lessons learned are carried forward.

Look, I’m not going to lie. DoorDash may feel easier than digging around for those old ingredients. And seeking out new funders probably also feels easier, but we know that its more costly, takes more time, and isn’t as good for you.

I’m not saying there isn’t value in always cultivating new funders (or in DoorDash for that matter), but in times of crisis, when resources are limited, lapsed donors that are hiding in the back of your data are worth way more than a can of beans!