Key takeaways
- LYBUNT: gave Last Year But Unfortunately Not This year.
- SYBUNT: gave Some Year But Unfortunately Not This year (usually two to five years ago).
- LYBUNTs are usually easier to win back than SYBUNTs, so call them first.
What LYBUNT and SYBUNT mean
A LYBUNT donor gave last year but hasn't given yet this year. A SYBUNT donor gave in some earlier year, but not last year or this year. Most donor databases can produce both lists as standard reports. Run them a few months before year-end so there's time to reach out.
Estimate what reactivation could raise
The default numbers are an example only. The win-back rates depend on your organization, how recently donors gave and how you reach out, so use your own past results if you have them.
How to find them in your database
- Use your CRM's built-in LYBUNT and SYBUNT reports, or filter by last gift date.
- Remove deceased records, people who asked not to be contacted and donors who already gave through another channel.
- Split by gift size and recency so you can tailor the ask.
How to win them back
- Start with LYBUNTs before year-end, while their last gift is recent.
- Acknowledge their past support and share what's changed since.
- Ask for an amount close to their last gift, not more.
- Use more than one channel: a letter, then a call, then an email.
Our year-end donor call kit includes a lapsed-donor script.
How KFG helps
Kensington Fundraising Group's lapsed donor reactivation campaigns call LYBUNT and SYBUNT donors with respectful, no-pressure conversations in English and Spanish.