The other ‘L’ word: loyalty and lapsed supporters

Lapsed supporters aren’t really lapsed.

It’s become one of those words which has been cannibalised beyond its original meaning. To lapse is to falter, to fall - to make an error. It implies forgetfulness, inattention, or wrongdoing.

But does this truly reflect the experience those supporters are going through?

Or, to put it another way:

Do you think that your supporters would describe themselves as lapsed?

Would they see their relationship with you as a failure, an error, a fall from grace?

Probably not.

For example, our data show that, for many charities, supporters who have not donated in a certain period of time (too often referred to as lapsed) have a higher intention to leave a gift in their will than supporters who are classed as active (again, this is usually related to their recent giving behaviour).

Your supporters may have changed their behaviour, but it doesn’t necessarily mean that how they feel about you has changed.

Their reason for supporting you – the deep, emotional connection they have to your mission, and the positive change you achieve together – almost certainly hasn’t changed.

Rethinking the language we use

In a recent monthly workshop for Chase Index members, we discussed how we use the word ‘lapsed’ and similar terms. I always love these workshops: they bring together loads of amazing, creative people to share stories, and ideas and support each other towards a better supporter experience. And this month was no exception.

We heard about a range of sensitive approaches to communicating with people who (for whatever reason) changed the way they show their support for the causes they love:

• Handwritten letters for long-term supporters acknowledging the change in their circumstance.

• Carefully crafted farewell emails sharing sincere gratitude for continued support in other ways.

• Continued reinforcement and appreciation for the shared impact achieved.

We started to create a collection of alternative ways of describing people who are changing the way they show their support:

Pining for the fjords: some alternatives to 'lapsed' from our Chase Index member workshop.

Reframing and defining your approach to this audience group is part of a wider charity culture of respect, empathy, and enduring connection with all supporters. Ultimately it strengthens your mission - by strengthening the community, and by continuing to nurture those valuable connections that our research has shown can lead to more long-term impact.

 Here are some pointers to get you started:

1. Review your language. Do you think your supporters would describe themselves as lapsed? How could you describe them in a way that reflects how they see themselves?

2. Lead with gratitude (not guilt!). Supporters might stop because they need to. Your communications can respect their situation and their agency, and focus on the strength of the connection and your shared impact.

3. Recognise other forms of support. Do you know if your supporters are continuing to engage in other ways, or volunteer their time (perhaps with a local community group?)

4. Inquire and listen to how they are connected. Continue to ask for their feedback: just because they might not be giving today, they will still be paying attention to what you say and how you say it.

5. Consider the objectives at play. Have you thought about what your supporters might want from a relationship with you while they are not giving financially? And how does your behaviour as a charity reflect this? Be careful that what you want doesn’t end up leaving your supporters feeling ignored or undervalued.

   
   

The supporter experience matters – and it matters for everyone.

It matters for your new supporters. It matters for your old-timers. It matters for people who are engaging with everything you do, and it matters for those who have drifted a little further away.

Does this make you think about your own supporters who've changed their support? What might their experience feel like? And, if you were in their shoes, what might you need?

I’d love to hear your thoughts. Drop me a message at Richard@About-Loyalty.com, find me on LinkedIn, and let me know which lapsed alternative speaks loudest to you.

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