For a charity, the revival of lapsed donors often can be a more productive operation than attracting people with no previous connection. As always, it depends on how it is handled. I particularly liked the following, from Notting Hill Housing Trust. “It has been a while since you generously supported our work getting homeless people off the street and into hostels, and generally providing them with a more dignified life. You may well have decided that you no longer wish to support us but I felt it is important to tell you about Fast Forward, in the hope that, what once inspired you about our work, would again inspire you to support this one-off project. It not only provides more housing, but also changes the way the system works for people stuck in hostels and other types of supported housing.” The project is then explained.
I think that is a good example: it acknowledges what has been given in the past, is introducing a new one-off project, and does not try to make one feel guilty in any way.
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