Win-Back Email Template — Lapsed Donor
An emotional lapsed-donor re-engagement email with impact stats, a beneficiary testimonial, and a soft renewal ask. No pressure, no guilt — just real stories.
The prompt
Two ways to build this email in plain language. The fastest is Temway's in-editor assistant — open the chat drawer in the email editor and paste the recipe below. Or connect Claude or ChatGPT via Temway's MCP and paste it there; the agent builds the email step by step. Either way, adapt the copy and colors to your brand.
- An email is a top-to-bottom stack of blocks — the recipe follows that order.
- A
[layout]step becomes a single image (great for heroes); everything else stays live text and links. - Theme the footer to match — the recipe's last step does exactly that.
Want this exact email? Click Use this template below to clone
it into your workspace, then ask the in-editor assistant to rebrand it. Over MCP, tell
your agent to clone the Temway share L68_gcGke1uEompQ2x7ZF and rebrand. For the
full model, point an MCP agent at get_concept — email-structure,
layouts-vs-emails, design-recipes.
A quiet, emotional re-engagement letter for lapsed donors — the kind of email that opens with the impact they already made, not the ask they haven’t. A clean cyan-on-white palette, a real beneficiary testimonial, and a soft “renew when you’re ready” CTA. For mission-driven organizations where the relationship matters more than the transaction.
Snapshot
- Goal: re-engage a lapsed donor by reminding them what their past giving accomplished, then inviting them back without pressure.
- Audience & tone: donors who gave once or regularly and have since lapsed. Warm, sincere, mission-first — never guilt-tripping.
- Palette: page
#ecfeff· container#ffffff· text#083344/#475569(muted) · accent cyan#0891b2 - Font:
Verdana, Geneva, sans-serif - Artwork: none — fully native blocks. The reader’s eye flows from heading to impact to testimonial to CTA in clean stacked text.
Build recipe
Each step is one block in the flat stack, top to bottom.
[native]= a real email block.[layout]= a free-form layout embedded as a single image.
- [native] Eyebrow — text. “A LETTER FROM WELLS”.
fontSize: 13,fontWeight: 700, color#0891b2,letterSpacing: 2,textTransform: uppercase, center, generous top padding. - [native] Heading — text. “We missed you — and so did they”.
fontSize: 26,fontWeight: 800, color#083344, center, tight padding. - [native] Lede — text. “It’s been a few months since your last gift. We didn’t write to chase — we wrote because something happened this quarter that wouldn’t have without you.”
fontSize: 16, color#475569, center,lineHeight: 1.7. - [native] Impact stat — text. “1,247”.
fontSize: 40,fontWeight: 800, color#0891b2, center, tight padding. - [native] Impact label — text. “families reached with clean water this quarter — because of donors like you.”
fontSize: 15, color#475569, center, tight top padding (sits under the number). - [native] Section heading — text. “From Amara, in Malawi”.
fontSize: 18,fontWeight: 700, color#083344, center, generous top padding. - [native] Testimonial — text. “The well in our village broke three years ago. My daughters walked four hours each morning for water. This spring, it runs again. Thank you — I do not know your name, but my children do.”
fontSize: 16, color#083344, center, italic,lineHeight: 1.8. The size + italic + generous padding set the testimonial apart — no chrome needed. - [native] Soft ask — text. “If you’re ready, we’d love to have you back. A gift of any size keeps wells running and daughters in school.”
fontSize: 16, color#475569, center,lineHeight: 1.7, generous top padding. - [native] CTA — button. Label “Renew my gift”, cyan
#0891b2fill, white text, rounded, center. - [native] Alternative — text. “Or make a one-time gift — every dollar goes to the field.”
fontSize: 14, color#475569, center, with a text link “Give once” in cyan#0891b2. - [native] Preference line — text. “Not now? We understand. Update your preferences or follow along — no pressure.”
fontSize: 12, color#475569, center, links in cyan#0891b2. - [native] Footer — text. “Wellspring · 17 Harbor View, Seattle WA 98101 · [Website] [Annual Report] [Contact]”.
fontSize: 12, color#475569, center, link color cyan#0891b2. Custom text footer for the fictional brand.
Make it yours
- Replace the impact stat (1,247 families) with your real, verifiable number — specificity is the whole point.
- Swap Amara’s testimonial for a real quote from a real beneficiary. A fabricated quote will hurt more than it helps.
- Recolor the cyan accent to your cause — green for environment, red for emergency relief, navy for education.