Re-engagement

Audience on the Keep tab

Supporters 1 to 2 years past their last gift. Not deeply lapsed yet, and still recoverable with the right message at the right time.

See the pathway: Win-Back With a Listening Step What 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.

Re-engagement · Who's in it, in Apteco Orbit: The Who's in it tab: four donuts of donor status, volunteer status, donor stage and lifetime value. — **Re-engagement · Who's in it** The Who's in it tab: four donuts of donor status, volunteer status, donor stage and lifetime value. Most gave only once, but a good number are Major or Premium givers worth a personal call.

Re-engagement · Audience rules, in Apteco Orbit: The rules tab: one rule under Includes, Donor Status is Lapsing, and nothing under Excludes. — **Re-engagement · Audience rules** The rules tab: one rule under Includes, Donor Status is Lapsing, and nothing under Excludes. It gathers donors who are drifting away, ready for a 'we miss you' appeal before they stop for good.

Re-engagement · Why they're here, in Apteco Orbit: The Why they're here tab: donuts of Donor Status and Giving Trend, with a table of days since last gift. — **Re-engagement · Why they're here** The Why they're here tab: donuts of Donor Status and Giving Trend, with a table of days since last gift. Most are stable, so a fundraiser can start with the Trending Up group, who are still warm.

Re-engagement · Lifecycle, in Apteco Orbit: The Lifecycle tab: a grid of donor stage against donor status. — **Re-engagement · Lifecycle** The Lifecycle tab: a grid of donor stage against donor status. Everyone is Lapsing, so one-time givers get a simple come-back message and Developing and Established donors get a personal note.

Re-engagement · Call sheet, in Apteco Orbit: The Call sheet tab: names, lifetime value, days since last gift, a suggested next step and contact flags. — **Re-engagement · Call sheet** The Call sheet tab: names, lifetime value, days since last gift, a suggested next step and contact flags. Staff call the highest-value people first and skip anyone who asked not to be contacted.

Re-engagement · Value by channel, in Apteco Orbit: The Value by channel tab: stacked bars of lifetime value band, coloured by volunteer status. — **Re-engagement · Value by channel** The Value by channel tab: stacked bars of lifetime value band, coloured by volunteer status. Low-Value is the tallest bar, but the Major and Premium bars are worth winning back first.

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 for a "we miss you" appeal to win them back before they stop for good. The audience is locked because 1 other item depends on it.

insights it is built from

Keep

its tab on the Field Guide Audiences dashboard

pathways run it

What to do next

Send a re-engagement sequence. Lead with impact, not the ask. Remind them why they gave.

The Win-Back With a Listening Step pathway runs this list. Here is each step, then the journey as it is built in Orbit.

Day 0
Journey logic
Lapsed givers who still volunteer or come to events are split out. They get a thank-you for their time, not a chase.
Day 0
Email
Everyone else: an impact update on what has happened since their last gift.
Day 10
Email + form
A two-question survey: what changed, and how they would like to hear from you.
Day 14
Email
Not answered: one reminder.
Day 20
Journey logic
Split by answer: fewer messages for some, an ask on their preferred channel for others.
Day 30
Google Ads
Non-openers see a matched-audience reminder on Google.

Watch the pathway

Win-Back With a Listening Step · journey, part 1 of 2, in Apteco Orbit: The first half of the journey: the Re-engagement audience splits on Still showing up?, with a thank-you email one way, and an impact email, a survey and an answer… — **Win-Back With a Listening Step · journey, part 1 of 2** The first half of the journey: the Re-engagement audience splits on Still showing up?, with a thank-you email one way, and an impact email, a survey and an answer check the other. The win-back listens before it asks.

Win-Back With a Listening Step · journey, part 2 of 2, in Apteco Orbit: The second half of the journey: people who answered the survey leave, the rest get a reminder email, and an open check sends those who missed it to a Google Ads… — **Win-Back With a Listening Step · journey, part 2 of 2** The second half of the journey: people who answered the survey leave, the rest get a reminder email, and an open check sends those who missed it to a Google Ads reminder. Follow-up runs across email and ads.

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

Donor StatusIs this supporter active, lapsing, lapsed, deeply lapsed, or someone who never gave? Sort any report by Donor Status, and start year-end appeals and re-engagement campaigns from it.
Days Since Last DonationHow long has it been since this supporter's last gift? Use it to start re-engagement messages as days pass, or to pick recent lapsers for phone calls first.
Giving TrendIs this supporter's latest gift bigger, smaller, or about the same as their usual gift? Talk upgrades with donors trending up, and call donors trending down before they lapse.

Next to it on the Keep tab

New Donor WelcomeSupporters in the first year after their first gift.
Second Gift PushWhich new supporters will give a second time?
Cold Month SuppressionSupporters who have never given in the current calendar month, across their whole history.
Critical Action RequiredWho should you contact this week?
Lapse PreventionWho is about to lapse, and how many days do you have?
Drifting DonorsWhose giving pattern just changed?
Lapsed Givers Still Showing UpSupporters whose giving has lapsed but who still come to events or volunteer.
Campaign Responders Going ColdSupporters who responded to past campaigns but are now drifting away.

Questions people ask

Who is in the Re-engagement audience?

Supporters 1 to 2 years past their last gift. Not deeply lapsed yet, and still recoverable with the right message at the right time.

This is the list for a "we miss you" appeal to win them back before they stop for good. The audience is locked because 1 other item depends on it.

What should I do with Re-engagement?

Send a re-engagement sequence. Lead with impact, not the ask. Remind them why they gave.

Which data does Re-engagement use?

Donor Status, Days Since Last Donation, Giving Trend. Each is an insight Orbit works out for every supporter.

Which pathway uses Re-engagement?

Win-Back With a Listening Step: Before you ask a lapsed supporter for money, check whether they really left, then ask what changed.

The Monday Call List: Nine signals become one ranked list, and every person arrives with their whole story and the recommended next step.

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