How to Build a Lapsed Donor Workflow in HubSpot (with Templates)

Donor retention is the backbone of a financially stable nonprofit. While acquiring new donors is exciting, it’s also expensive—costing up to five times more than retaining an existing one.

That’s why re-engaging lapsed donors should be a priority in your fundraising strategy. These individuals have already demonstrated interest in your mission, making them far more likely to give again—if you approach them the right way.

Donors lapse for various reasons: some simply forget to renew their support, while others may have felt disconnected from your organization. Regardless of the cause, re-engagement is possible with the right strategy, and that’s where HubSpot comes in. As a powerful marketing automation platform, HubSpot allows you to create personalized, data-driven workflows that can rekindle donor relationships and improve your retention strategy.

In this blog, you’ll learn how to build an effective lapsed donor workflow in HubSpot—plus we’ve thrown in some example templates to streamline the process. Whether you’re looking to bring back major donors, monthly contributors, or one-time givers, this blog will help you turn past supporters into long-term advocates for your cause.

Understanding Lapsed Donors

Before you can develop an effective re-engagement strategy, you need to understand your lapsed donors and why they stopped giving in the first place.

A lapsed donor is someone who previously contributed to your nonprofit organization but hasn’t donated within a specific period of time, typically 12 to 24 months. The exact timeframe can vary depending on your organization’s donor engagement cycles, but the core idea remains the same: these donors haven’t severed their relationship with you entirely, but they’re no longer actively supporting your mission.

Why Do Donors Lapse?

Donors stop giving for various reasons—some within your control, others not. Understanding these reasons helps you craft a re-engagement strategy that addresses their concerns.

Some past donors experience shifts in their financial situation, making it difficult to continue giving. Some lose interest due to a lack of personalized updates or follow-ups. Conversely, some get fatigued from too many solicitations without any meaningful engagement.

Often, the issue of donor attrition comes down to a lack of connection—97% of donors are motivated by the perceived impact of their contributions. Donors who don’t see that impact may not feel compelled to give again.

So, let’s show them that impact! But first, we have to find them.

How to Identify Lapsed Donors

Your donor management software and CRM, particularly a tool like HubSpot, are crucial in identifying lapsed donors. Start by analyzing giving history and setting clear criteria in your donor database for what qualifies as “lapsed” within your organization. A few key indicators could include:

• Time Since Last Gift: Filter donors who haven’t given in 12+ months.
• Declined or Expired Recurring Donations: Identify donors whose automatic contributions stopped.
• Event or Campaign Engagement: Look at past event attendees or campaign donors who haven’t engaged recently.
• Email Open & Click Rates: Track donors who no longer open or click through your emails, which could signal disengagement.

By leveraging HubSpot’s CRM features, you can create custom donor lists and automation triggers that segment donors based on these criteria, making it easier to tailor your outreach.

Why You Should Use HubSpot to Reengage Lapsed Donors

Effectively bringing donors back requires a strategic, data-driven approach that nurtures relationships, personalizes outreach, and automates engagement.

That’s where HubSpot shines.

More than just a nonprofit CRM, HubSpot is a comprehensive marketing and donor engagement platform that integrates your database, email marketing, and automation tools into one seamless system. Instead of juggling multiple software solutions, you can manage donor outreach, track interactions, and automate re-engagement workflows—all from a single dashboard.

With HubSpot’s nonprofit toolkit, you can:

• Centralize donor data: Track donation history, donor communications, channel preferences, and engagement levels in one place.
• Segment donors effectively: Group donors based on engagement history, giving patterns, and other key criteria to ensure the right message reaches the right people.
• Automate donor outreach: Set up workflows that send customized messages at the right time without manual follow-up.
• Track donor interactions: Monitor email opens, website visits, and form submissions to gauge interest and adjust your outreach strategy accordingly.

Building a Lapsed Donor Workflow in HubSpot (+ Templates)

Here’s a step-by-step guide to building a lapsed donor workflow for HubSpot. We’ll start with…

Step 1: Segmentation and Personalization

Re-engaging lapsed donors isn’t a one-size-fits-all process. A major donor who hasn’t given in a year requires a different approach than a first-time donor who only contributed once. That’s why you should start by creating donor personas with segmented workflows for each.

Here are some key donor segments to consider and outreach strategies to try for each group.

• Major Donors: These individuals have contributed significant gifts in the past but have not donated recently.
  • Messaging Strategy: Acknowledge their past impact and offer a one-on-one conversation with a fundraiser.
• Recurring Donors: These are monthly or annual donors whose contributions have lapsed.
  • Messaging Strategy: Remind them about their past commitment and provide an easy way to restart their contributions.
• Peer-to-Peer Donors: These supporters gave through a friend’s fundraiser but haven’t engaged directly with your organization.
  • Messaging Strategy: Share stories of how their previous peer fundraising donation made an impact and invite them to engage directly with your cause.
• First-Time Donors: These are individuals who gave once but never donated again.
  • Messaging Strategy: Express gratitude for their initial support and provide a compelling reason to give again.

Template: Automated Email Workflow for Lapsed Donor Segments

Here’s a basic email sequence template:

Reconnection Email (Day 1)

• Start with a personal greeting using the donor’s name.
• Reference their last gift and impact.
• End with a soft call to action (e.g., to read a story about your mission).

Follow-Up Email (Day 7)

• This should be a more direct re-engagement request.
• Offer a matching gift opportunity or exclusive donor update.

Last Chance Email (Day 14-21)

• Include an urgent call to action with a deadline.
• Offer the option to adjust their communication preferences.

Step 2: Email Marketing Strategies

Once you’ve segmented your lapsed donors, the next step is crafting compelling email campaigns that capture their attention, re-establish connection, and drive action. Emails should be concise, personalized, and emotionally compelling to maximize engagement. Here are some best practices to follow:

A. Write Attention-Grabbing Subject Lines

Your subject line needs to stand out in a crowded inbox. A strong, direct subject line can ignite curiosity or create a sense of urgency. Using the recipient’s first name or an emoji (when appropriate) are both effective attention-getters. Some options include:

• “We Miss You, [First Name]!”
• “⏳ Time Is Running Out—We Need You!”
• “See the Impact You’ve Made, [First Name]!”
• “🌍 See the Lives You’ve Changed, [First Name]!”

B. Focus on Donor-Centric Content

Your emails should not focus on your nonprofit’s needs but on the accomplishments the donor’s gift has already made and the goals you can continue to achieve together. Use storytelling and visuals to highlight impact.

C. Include a Clear Call to Action (CTA)

Make it easy for donors to take the next step. Each email should have one clear and persuasive call-to-action (CTA), whether to make another contribution, attend an exciting fundraising event, connect with you on social media, or simply click a link to read more about your initiatives.

Template 1: “We Miss You!”

Subject: We Miss You, [First Name]—Here’s What You’ve Helped Achieve

Hi [First Name],

We noticed it’s been a while since you last supported [Nonprofit Name], and we just wanted to say that we miss you!

Because of generous supporters like you, we’ve [provided 5,000 meals, built 10 homes, funded scholarships for students]. But there’s still so much work to be done.

Would you consider renewing your support today? Even a small gift makes a huge difference.

[CTA: Renew Your Support]

Thank you for everything you’ve done. We hope to have you back in our community soon!

[Nonprofit Name]

Template 2: “Impact Over the Years”

Subject: [First Name], See the Impact You’ve Made

Dear [First Name],

Thanks to your past generosity, we’ve accomplished incredible things together. Since your last gift, we’ve been able to:

• [Impact #1] (e.g., Provide clean water to 500 families)
• [Impact #2] (e.g., Fund after-school programs for 1,000 children)
• [Impact #3] (e.g., Rescue 50 endangered animals)

But we still need your help. Your continued support ensures we can keep making a difference. Will you join us again?

[CTA: Donate Today]

We’re so grateful for everything you’ve done. Let’s keep changing lives—together.

With gratitude,

[Nonprofit Name]

Step 3: Leveraging Transactional Emails

Transactional emails (or “triggered” emails, as they’re sometimes called) aren’t sent as part of a mass campaign but are automatically delivered when a donor meets a specific condition. They’re used for form submission confirmations, password resets, receipts, etc., but they can also be used as nudges or reminders triggered after a certain time.

Here are a few kinds of transactional emails you can incorporate into your lapsed donor workflow.

• Donation Anniversary Email: This message is sent on the anniversary of a donor’s first or last gift, thanking them and inviting them to give again.
• Membership Expiration Notification: This is a renewal email for donors who were part of a membership or recurring giving program.
• Milestone Updates: These are updates tied to past contributions (e.g., “The program you supported last year just hit a major milestone!”).

These emails should be automated but highly personalized. They should use dynamic fields in HubSpot to reference the donor’s name, last gift amount, and specific impact.

Template 1: Last Contribution Reminder

Subject: [First Name], Your Last Gift Made an Impact—Here’s What’s Next

Hi [First Name],

One year ago, you generously donated [$LastGiftAmount] to [Nonprofit Name]. Thanks to your support, we were able to [specific impact—e.g., provide school supplies for 100 children, rescue 50 shelter animals, fund groundbreaking research].

But our work isn’t done yet. Your continued generosity ensures we can keep making a difference. Would you consider renewing your support today?

[CTA: Renew Your Gift Now]

Every contribution matters. Thank you for being a vital part of our mission!

With gratitude,

[Nonprofit Name]

Template 2: Encouraging Recurring Donations

Subject: Your Support Changed Lives—Let’s Keep It Going

Dear [First Name],

Because of your past generosity, we could [share a specific success story—e.g., provide medical care to children, feed families, conserve wildlife habitats]. But as you know, the need doesn’t end after one donation.

By becoming a recurring donor, you can ensure that this life-changing work continues. Monthly gifts provide stability for our programs and help us plan for long-term impact.

Would you consider joining our [Name of Monthly Giving Program]? Your continued support would mean the world to those we serve.

[CTA: Become a Monthly Donor]

Thank you for believing in our mission!

Sincerely,

[Nonprofit Name]

Step 4: Direct Mail and Other Channels

Email is a powerful tool for re-engaging lapsed donors, but multi-channel outreach increases the chances of bringing them back. Some donors may not respond to email alone, but a well-timed direct mail piece or personal phone call can make all the difference.

By tracking donor engagement in HubSpot, you can identify lapsed donors who have opened emails but not responded, signaling that they may need an extra nudge through another channel. After an initial email campaign, consider these follow-up approaches for lapsed donors who have yet to re-engage.

• Personalized Direct Mail: A handwritten note or letter can feel more meaningful and personal, particularly for major donors or long-time supporters.
• Phone Calls for High-Value Donors: A direct conversation allows you to address concerns, answer questions, and express appreciation.
• SMS Follow-Ups: A quick text reminder can work well for donors who have engaged with your nonprofit organization via mobile.

HubSpot’s CRM allows you to log every interaction, whether it’s an email click, a phone call, or a direct mail send. This helps you create a holistic view of each donor’s engagement journey, identify which donors require follow-up, automate tasks for development staff to call major donors, and ensure that people don’t receive annoying duplicate calls in error.

Template 1: Personalized Lapsed Donor Letter

📬 [For Major Donors or Long-Term Supporters]

[Nonprofit Name]

[Address]

[City, State, Zip]

[Date]

Dear [First Name],

I hope this letter finds you well. I wanted to personally thank you for your past support of [Nonprofit Name]. Your generosity has helped us [mention a specific impact—e.g., fund student scholarships, provide shelter for families, protect wildlife].

As we continue our mission, we would love to have you back as part of our donor community. Your past contributions made an incredible difference, and we can do even more with your support.

If you’d like to renew your support, you can make a gift online at [Donation URL] or simply return the enclosed donation form. If you’d prefer to chat, I’d love to connect—please don’t hesitate to reach out at [Phone Number].

Thank you for all you’ve done to support our cause. We hope to welcome you back soon!

With gratitude,

[Your Name]

[Your Title]

[Nonprofit Name]

Template 2: Thank-You Message for Phone Calls

If you’re following up with lapsed donors via phone, here’s a simple thank-you email you can send afterward.

Subject: Great Speaking with You, [First Name]!

Hi [First Name],

It was good connecting with you today! I truly appreciate your time, and thank you for sharing your thoughts about [Nonprofit Name].

Your past support has had a real impact, and we’d love to have you back in our community. If you want to renew your support, you can do so at [Donation URL]. Please don’t hesitate to reach out if you have any questions!

Thank you again for all you’ve done—we appreciate you!

Best,

[Your Name]

[Your Title]

[Nonprofit Name]

Step 5: Tracking and Analytics

Once your lapsed donor workflow is in place, the final (and most crucial) step is tracking your progress and optimizing for better results. HubSpot’s analytics tools give you real-time insights into how well your re-engagement efforts perform, allowing you to refine your retention strategy and maximize donor retention rates.

Before analyzing performance, it’s essential to set clear re-engagement goals. Some key targets to define include the following:

• Donor Reactivation Rate: What percentage of lapsed donors do you aim to re-engage? A strong goal is 10-20%, but this can vary by nonprofit size and donor base.
• Email Engagement Benchmarks: Establish targets for open rates (20-30%) and click-through rates (2-5%) to gauge email effectiveness.
• Average Donor Gift Amount: If re-engaged donors are giving again, are they donating at the same level as before?
• Conversion Rate for Monthly Giving: How many lapsed donors are upgrading to recurring contributions?

By setting benchmarks, you can measure success beyond just email opens—focusing instead on actual donor retention. Tracking these metrics lets you tweak your strategy when something isn’t working. For instance, test new subject lines with more urgency or personalization if your open rates are low. If click-through rates are lagging, revise your CTA placement or simplify the donation process. If donors re-engage but don’t give, follow up with personalized communications via email or phone call.

HubSpot’s reporting dashboards let you see what’s working—and what needs adjustment—so you can continuously fine-tune your donor re-engagement approach.

Common Challenges and Pro Tips

Most importantly, don’t give up! Re-engaging lapsed donors isn’t always straightforward. Here are some common challenges and tips for overcoming them.

• Avoid overly generic messaging. Sending the same email to every lapsed donor can feel impersonal, leading donors to ignore them. Personalization is key.
• Provide a compelling reason to give. Simply asking donors to “come back” isn’t enough. They need to understand why their renewed support matters now. Create urgency in your messaging by explaining why quick action makes a difference and always show the good their donations will do as quickly as possible. For instance, an email on November 15 that says, “Donate $20 now to make sure hungry families in the Tampa Bay area have a turkey on the table for Thanksgiving” establishes a clear impact and an urgent timeline.
• Always. Follow. Up. A single email isn’t enough. Effective re-engagement requires a sequence of touchpoints across multiple channels. Make robust use of HubSpot’s ability to track donor preferences so you can communicate with them through channels you’ve determined are effective. If a donor lapsed due to too many emails, bombarding them with more emails won’t help.

Reengage Your Lapsed Donors with HubSpot

Donor re-engagement is a little bit of an art and a little bit of a science. You can rebuild strong donor relationships that last well beyond a single gift by using compelling storytelling, leveraging HubSpot’s data-driven insights, and maintaining personalized follow-ups.

As a HubSpot-certified agency with expertise in compelling nonprofit storytelling, email campaign management, and SEO-driven content creation, Big Sea can help you get your lapsed donor workflows up and running.