Every fundraiser knows the feeling: a once-loyal donor vanishes into thin air. They used to give, they used to engage, and then… silence. Ghosted.
It happens. Donors get busy. Messages miss the mark. Old tactics lose steam. But here’s the good news: ghosting doesn’t have to be permanent. With the right outreach (and a little creativity), you can reawaken relationships, reignite loyalty, and keep your donor base from disappearing.
Here’s your Donor Ghosting Prevention Kit, powered by real-life examples from EverTrue Innovators who’ve already brought supporters back from the beyond.
1. Shine a Light on the Data (and Connection)
The first step to reversing ghosting is knowing who’s at risk of drifting away — and creating outreach that feels authentic, not automated.
At Berklee College of Music, the team saw donor retention slipping when they retired their phonathon program. Donors had grown used to hearing directly from students, and losing that connection left a void. Enter the Campus Connector program.
Assistant Director of Annual Giving Camila Escobar paired loyal donors with student ambassadors, who recorded eight personalized ThankView videos a year. These weren’t stiff scripts — they were authentic glimpses of Berklee life, filmed in practice rooms, dorms, and rehearsal spaces. Donors got to see and hear directly from the students their gifts supported.
The results were electric: 66.6% average open rates, 16.2% CTRs, dozens of personal replies, and 26% of donors increased their giving. By shining a light on who mattered most and reintroducing genuine connection, Berklee kept relationships alive instead of letting them fade into the shadows.
2. Stop Chasing Payments, Start Building Relationships
Ghosting doesn’t just happen with annual donors. It can happen with pledges, too. Paper pledge reminders often feel transactional, easy to ignore, and, frankly, outdated.
At the University of South Florida (USF), the team realized their pledge process was costing time, money, and good will. Hard-copy reminders went unopened, overdue pledges piled up, and staff were stuck chasing dollars instead of building relationships.
USF flipped the script with a digital-first pledge reminder strategy powered by ThankView. Every month, donors now receive a personalized digital reminder followed by a student thank-you video showing the impact of their support. The process is quick (just three clicks to pay), engaging, and relational.
The results: 77% open rates, 44.7% clicks to payment pages, more than $4.7M collected since launch, and a 24% drop in overdue pledges. Instead of chasing payments, USF turned pledge reminders into stewardship opportunities that brought donors closer to the institution.
3. Start With Stewardship, Not a Solicitation
Think about it: if someone hasn’t responded in a while, what’s the least effective way to re-engage them? A straight-up ask.
The New Mexico State University Foundation took the opposite approach. Their “Thank Every Aggie” campaign makes sure every single donor receives a creative, personalized ThankView each month – regardless of gift size.
Some months, the videos spoof classic ‘80s movies. Other times, students share quick, heartfelt messages of gratitude. The key is consistency: donors know they’ll be thanked, celebrated, and included. With 60%+ open rates and frequent personal replies, this strategy keeps relationships warm and prevents lapsed donors from drifting further away.
When you start with thanks, the giving comes more naturally later.
4. Personalize Like It’s Magic
One-size-fits-all appeals rarely work, especially for donors already at risk of ghosting. Personalization shows them they’re valued, remembered, and worth the effort.
The Habilitas Foundation proved this when they launched a milestone stewardship campaign. Loyal donors who had given for 20, 25, 30, or even 35 consecutive years received personalized ThankView videos from staff, volunteers, and beneficiaries.
This wasn’t just a “thank you for your support” email. These were heartfelt, specific acknowledgments of decades of generosity. One donor, who had grown quiet, responded with a larger gift – and even visited the office in person to reconnect.
That’s the magic of personalization: it can turn a ghosted donor into your most engaged supporter.
5. Offer a Treat They Can’t Refuse
Not every touchpoint has to be formal. Sometimes, donors just need a little delight to feel reconnected.
The California Academy of Sciences leaned into fun by sending Halloween-themed ThankViews after their big events. Staff appeared in costumes. Animals made cameos. Messages were playful, creative, and unexpected.
One campaign earned a 74% open rate (far above industry averages) and prompted a wave of replies from delighted donors. By breaking from the usual script and offering something fun, Cal Academy reminded supporters why they loved the institution and kept them coming back for more.
6. Build a Repeatable Spell
Re-engagement isn’t about a one-off win. It’s about building a process that ensures no donor slips through the cracks.
At Boston College, the team launched the “Calling All Eagles” campaign with Signal to simplify and standardize follow-up. Gift officers didn’t have to wonder who to call or when. Instead, cadences provided the structure, and data ensured they were focusing on the right people.
The result: more meetings booked, more donors engaged, and far fewer relationships fading into silence. When outreach is consistent, ghosting doesn’t stand a chance.
The Bottom Line
Donor ghosting is real, but it isn’t final. By shining a light on data, rethinking pledge reminders, starting with stewardship, and personalizing outreach, fundraisers can bring supporters back from the beyond and build stronger connections for the future.
Want more inspiration to help keep your donors from vanishing? Explore this year’s EverTrue Innovators for more strategies and real-life success stories.