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Lapse Prevention

Audience on the Keep tab

Who is about to lapse, and how many days do you have? These supporters are close to, or already past, the point where their own giving rhythm says they have gone quiet.

See the pathway: Catch Them Before They LapseWhat to do next
Who's in itA profile: status, stage, value and volunteering.AudienceThe rules: who is let in, and who is left out.Why they're hereThe signal that put each person on the list.LifecycleDonor stage against donor status, in one grid.Call sheetNames, value, last gift and a suggested next step.Value by channelHow much they are worth, split by volunteer status.
Lapse Prevention · Who's in it, in Apteco Orbit: The Who's in it tab: four donuts of donor status, volunteering, stage and value band, nearly all Active and Loyal, mostly Premium or Major.
Lapse Prevention · Who's in it The Who's in it tab: four donuts of donor status, volunteering, stage and value band, nearly all Active and Loyal, mostly Premium or Major. These are loyal, high-value donors, so a quick thank-you or call is worth it.
Lapse Prevention · Audience rules, in Apteco Orbit: The rules tab: one rule under Includes, Cliff Edge Band is Critical, Urgent or Watch, and nothing under Excludes.
Lapse Prevention · Audience rules The rules tab: one rule under Includes, Cliff Edge Band is Critical, Urgent or Watch, and nothing under Excludes. These donors are close to the cliff edge where they may stop giving, so they get contacted first.
Lapse Prevention · Why they're here, in Apteco Orbit: The Why they're here tab: a donut of Cliff Edge Band, mostly Urgent with a small Critical slice, and a table of each person's Predicted Days to Lapse.
Lapse Prevention · Why they're here The Why they're here tab: a donut of Cliff Edge Band, mostly Urgent with a small Critical slice, and a table of each person's Predicted Days to Lapse. A fundraiser calls the Critical group first.
Lapse Prevention · Lifecycle, in Apteco Orbit: The Lifecycle tab: a grid of donor stage against donor status, with all Loyal and Established donors still Active and only a few Developing donors Lapsing.
Lapse Prevention · Lifecycle The Lifecycle tab: a grid of donor stage against donor status, with all Loyal and Established donors still Active and only a few Developing donors Lapsing. Most are still giving today, so there is time to keep them.
Lapse Prevention · Call sheet, in Apteco Orbit: The Call sheet tab: names, lifetime value, days since last gift, donor status and next step, mostly Priority email sequence.
Lapse Prevention · Call sheet The Call sheet tab: names, lifetime value, days since last gift, donor status and next step, mostly Priority email sequence. Staff reach out before these donors stop giving, skipping anyone who asked not to be contacted that way.
Lapse Prevention · Value by channel, in Apteco Orbit: The Value by channel tab: stacked bars of value bands, coloured by volunteer status, with Premium the tallest, then Major, and Minimal empty.
Lapse Prevention · Value by channel The Value by channel tab: stacked bars of value bands, coloured by volunteer status, with Premium the tallest, then Major, and Minimal empty. Most of these at-risk donors are Major or Premium givers, so keeping them matters a lot.

Sample charity: the people and numbers in these screens are made up, so the picture shows the tool, not a result. The Audience tab is Orbit's own. The other tabs are views added to this audience's workbook; Get to know the list shows how to add them.

Who is in it

This is the list to contact before they lapse (stop giving). The audience is locked because 2 other items depend on it.

2

insights it is built from

Keep

its tab on the Field Guide Audiences dashboard

2

pathways run it

Lapse Prevention · Audience rules, in Apteco Orbit: The rules tab: one rule under Includes, Cliff Edge Band is Critical, Urgent or Watch, and nothing under Excludes.
Lapse Prevention · Audience rules The rules tab: one rule under Includes, Cliff Edge Band is Critical, Urgent or Watch, and nothing under Excludes. These donors are close to the cliff edge where they may stop giving, so they get contacted first.
Lapse Prevention · Why they're here, in Apteco Orbit: The Why they're here tab: a donut of Cliff Edge Band, mostly Urgent with a small Critical slice, and a table of each person's Predicted Days to Lapse.
Lapse Prevention · Why they're here The Why they're here tab: a donut of Cliff Edge Band, mostly Urgent with a small Critical slice, and a table of each person's Predicted Days to Lapse. A fundraiser calls the Critical group first.

What to do next

Pick up the phone for your highest-value supporters. Put the rest into a priority email sequence.

The Catch Them Before They Lapse pathway runs this list. Here is each step, then the journey as it is built in Orbit.

  1. Day 0

    Call list

    Cliff Edge Critical with the highest lifetime giving: a personal thank-you call, no ask.

  2. Day 0

    Email

    Cliff Edge Urgent: an impact update tied to the campaign they last gave to.

  3. Day 7

    SMS

    Did not open the email: a short text with a link to the same story.

  4. Day 14

    Direct mail

    Still quiet: a printed update for those with a postal address.

Watch the pathway
Catch Them Before They Lapse · journey, part 1 of 2, in Apteco Orbit: The first half of the journey: the Lapse Prevention audience splits by Cliff Edge band, Critical goes on a call list, Urgent gets an impact email and an open check.
Catch Them Before They Lapse · journey, part 1 of 2 The first half of the journey: the Lapse Prevention audience splits by Cliff Edge band, Critical goes on a call list, Urgent gets an impact email and an open check. Each risk group gets its own kind of care.
Catch Them Before They Lapse · journey, part 2 of 2, in Apteco Orbit: The second half of the journey: a text for people who did not open the email, a wait, the printed update mailing list, and the gift thank-you Triggered Event below.
Catch Them Before They Lapse · journey, part 2 of 2 The second half of the journey: a text for people who did not open the email, a wait, the printed update mailing list, and the gift thank-you Triggered Event below. A missed message gets a follow-up in a new way.

What it is built from

Each insight below is worked out by Orbit for every supporter. Click one to read it in the Field Guide.

All 25+ audiences

Insights

  • Predicted Days To LapseHow many days does this supporter have left before they count as lapsed? Reach out first to donors with the fewest days left before their personal lapse point.
  • Cliff Edge BandHow close is this supporter to lapsing? Give Critical donors immediate personal contact and Urgent donors a priority email sequence.

Next to it on the Keep tab

Questions people ask

Who is in the Lapse Prevention audience?

Who is about to lapse, and how many days do you have? These supporters are close to, or already past, the point where their own giving rhythm says they have gone quiet.

This is the list to contact before they lapse (stop giving). The audience is locked because 2 other items depend on it.

What should I do with Lapse Prevention?

Pick up the phone for your highest-value supporters. Put the rest into a priority email sequence.

Which data does Lapse Prevention use?

Predicted Days To Lapse, Cliff Edge Band. Each is an insight Orbit works out for every supporter.

Which pathway uses Lapse Prevention?

Catch Them Before They Lapse: Each supporter’s own giving rhythm says when they are slipping. Act inside the window, not at year end.

Always-On Ad Audiences: Google, Meta and LinkedIn always hold the right people: the ones you want to reach, and the ones you should stop paying for.

How do I build it in Apteco Orbit?

Open Audiences, start a new audience and add each rule: who to let in, then who to leave out. Build an audience by hand walks you through it, and Ask Orin to build it shows how Orin can draft it for you.

Learn Mission is a free course. Part 5 is all about audiences: you build one, read it tab by tab and tidy it before anyone gets a message.

Build it yourself

Start with the stops below, then read more in the Apteco Help Hub.

Start the course

The Keep audiences

All 25+ audiences