Reactivation email

A supporter receives the reactivation email when all of these conditions apply:

• They haven't completed a donation in the last 12 months.
• They don't have an active recurring plan. Paused and retrying plans count as active.
• Their last donation wasn't a tribute donation or an external donation.
• Their marketing consent and region allow this email.
• Their email address isn't on your stop list.

Donations made in test mode don't count. Fundraise Up sends the email only when your account has at least one active campaign.

Fundraise Up doesn't send reminders or follow-ups. A supporter who doesn't donate after the email won't receive it again.

Fundraise Up checks the marketing consent that the supporter gave with their last completed donation. It uses their email consent if they gave one, and their general consent otherwise.

• Opted in: The supporter can receive the email.
• Opted out: The supporter never receives the email.
• Not recorded: The supporter receives the email only if they're in the United States and outside the states listed below.

For supporters whose consent isn't recorded, Fundraise Up checks where they donated from, the address on their last donation, and the address on their supporter record. If any of these points to a country or state on the list below, or if Fundraise Up can't determine the location, the supporter doesn't receive the email.

Supporters in these countries and states receive the reactivation email only if they opted in:

• EU member states.
• Iceland, Liechtenstein, and Norway.
• United Kingdom and Switzerland.
• Brazil, Canada, China, Hong Kong, India, Indonesia, Japan, South Korea, Thailand, and Turkey.
• Colorado, Delaware, Maryland, Minnesota, New Jersey, and Oregon in the United States.

Campaigns set to No consent don't record consent, so their supporters receive the email only if they're in the United States and outside the states above.

Only Organization Administrators can turn the reactivation email on or off, edit it, or change the stop list. Other users who can open these settings see them as read-only.

Before you turn it on, review the email content and add anyone you plan to contact yourself to the stop list.

1. Go to Settings > Emails > Reactivation > Reactivation email.
2. Under Email sending, select Enabled.
3. Click Save changes.
4. In the Turn on reactivation email window, check the number of supporters and the conditions they meet.
5. Select the checkbox to confirm that your organization has a lawful basis for this email and instructs Fundraise Up to send it on your behalf.
6. Click Turn on.

The number in the window is an estimate. It can change if you update the stop list or more supporters qualify before the first emails go out. If no supporters qualify yet, you can still turn the email on.

After you turn it on, Fundraise Up will email every supporter who qualifies at that moment. After that, it keeps checking for supporters who qualify and emails them as they do.

To stop the email, select Disabled under Email sending and click Save changes. Fundraise Up won't send any more reactivation emails, including ones already scheduled.

Your stop list and email content stay as they are. To turn the email on again, repeat the steps above and confirm the statement again.

Edit the email on the same Reactivation email page. The page has these fields:

• Subject: The subject line supporters see in their inbox.
• Image: An image shown below your logo.
• Content title: The heading at the top of the email body.
• Content text: The body of the email.

To personalize the text, click the tag button in the formatting toolbar and select a field such as Supporter First Name. Click Preview to see the email, then click Save changes.

The email uses the sender name, logo, colors, and footer from your account-level email settings. It also includes a donation button and an unsubscribe link.

Supporters on the stop list never receive the reactivation email. Fundraise Up sees only donations made through Fundraise Up, so use the list for supporters it can't account for:

• Supporters your team contacts personally.
• Supporters who asked you not to contact them.
• Supporters who give offline or through your CRM.

To view and search the list, go to Settings > Emails > Reactivation > Stop list.

You can change the list at any time, before or after you turn on the email. Fundraise Up checks the list again before each email, so a new entry applies to every email that hasn't been sent yet. Emails that were already sent can't be recalled.

You can turn on the email with an empty stop list.

To type or paste addresses into the stop list:

1. Click Add email addresses.
2. Enter the addresses, one per line or separated by commas.
3. Click Add to stop list.

If some addresses aren't valid or are already on the stop list, remove them to continue. For long lists, import a CSV file instead.

The file must have one column named email and up to 10,000 rows. Fundraise Up ignores other columns.

To import addresses from a CSV file:

1. Click Import CSV.
2. Drag your file into the window, or click to upload it. To start from the right format, click Download template first.
3. Click Import.
4. Check how many valid and invalid addresses the file has, then choose how to apply it:
   • Add to the list adds new addresses and keeps every address already on the list.
   • Replace the list removes addresses that aren't in the file. Addresses of supporters who unsubscribed stay on the list.
5. Click Import.
6. Review the result and click Done.

Invalid addresses aren't added.

To remove an address, click the trash icon next to it.

Every reactivation email includes an unsubscribe link. When a supporter unsubscribes, Fundraise Up adds their address to your stop list, marked Unsubscribed. They won't receive the reactivation email again.

You can't remove these addresses. They stay on the list when you replace it with a CSV file or turn the email off and on again.

You can follow the results of the reactivation email in two places: the Insights tab in your Dashboard and a weekly digest by email.

Go to Insights and scroll to Performance. The Reactivation email section shows the revenue from supporters who donated after they received the email. Click See details for these metrics:

• Additional revenue: Revenue from all supporters who donated after they received a reactivation email.
• Completed donations: The number of donations these supporters completed.
• Recovery rate: The percentage of supporters who donated after they received the email.
• Emails sent: The number of reactivation emails sent in the selected period.
• Unsubscribe rate: The percentage of supporters who unsubscribed after they received the email.

A donation counts toward these results when the supporter completes it within 7 days after Fundraise Up sends the email.

As long as the reactivation email is on, Organization Administrators get a weekly digest by email every Monday. It shows:

• Supporters scheduled for a reactivation email: How many supporters Fundraise Up expects to email in the coming week.
• Last week results: Emails sent, reactivated donations, recovery rate, recovered amount, and unsubscribe rate.

You don't need to reply to or approve the digest. If you take no action, the reactivation email stays on. To review results or change the setup, use the View performance in Insights button or the Reactivation settings link in the digest.

The reactivation email covers only supporters who haven't donated in 12 months or more. To recover supporters who lapsed more recently, such as those who canceled a recurring plan a few months ago, see Recover lapsed supporters.