Send a reactivation email to last year's lapsed donors

Pull the list of donors who gave in the prior year but have not given in the current one, and send a short personal email noting specifically when they last gave and what has changed in the program since then, with one clear way to give again.

Why it works: A lapsed donor already understands and trusted the cause once, so a specific, personal note referencing their own giving history is more effective than folding them into a general appeal.