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Is Your Member or Supporter Database Ready for Reactivation?
Before you reach out to former members or past supporters, check whether your database and permissions are ready — and what to do if they are not.
Reactivation can be one of the highest-value campaigns you run, because you are reconnecting with people who already know your organization. But it only works if your data and permissions are in order. Here is how to assess readiness.
Where is the data?
List every place your former members, past donors or inactive wine club members are stored — CRM, spreadsheets, email tools, old exports. Scattered data is the first obstacle.
How accurate is it?
Old databases decay. Emails bounce, people move, roles change. A database review and cleanup before outreach protects your sender reputation and improves response.
Do you have permission?
Review whether you have communication permission records for the people you want to reach. We review permissions before any outreach and honour unsubscribe and suppression settings.
Can you segment?
Reactivation works best when it is relevant. Can you segment by when they lapsed, why they left, their interests or their tier? Segmentation turns a generic blast into a relevant invitation.
What is the next step?
Decide what you want them to do — rejoin, donate, book a tasting, attend an event. A clear next step makes response handling straightforward.
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