{"id":7009,"date":"2026-05-21T11:50:44","date_gmt":"2026-05-21T16:50:44","guid":{"rendered":"https:\/\/wordpress.giveffect.com\/?p=7009"},"modified":"2026-05-21T15:51:02","modified_gmt":"2026-05-21T20:51:02","slug":"donor-reengagement-psychology","status":"publish","type":"post","link":"https:\/\/wordpress.giveffect.com\/donor-reengagement-psychology\/","title":{"rendered":"Why Donors Stop Giving and How Nonprofits Can Re-Engage Them"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">At some point, every nonprofit faces the same quiet mystery: a donor who gave faithfully for years simply\u2026 stops. No angry email, no formal goodbye. Just silence.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s easy to assume the worst \u2014 that you said something wrong, that they found a cause they care about more, or that they\u2019ve written you off for good. But donor psychology tells a different story. Most lapsed donors don\u2019t leave because they stopped caring. They leave because life got busy, your last few emails blurred together, or they simply lost the thread of why their gift mattered.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The good news? That thread can be picked back up.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Re-engaging lapsed donors isn\u2019t about crafting the perfect guilt trip or dangling a <\/span><a href=\"https:\/\/www.giveffect.com\/nonprofit-resource-center\/uncovering-matching-gifts-5-ways-to-identify-eligible-donors\/\"><span style=\"font-weight: 400;\">matched gift <\/span><\/a><span style=\"font-weight: 400;\">at just the right moment. It\u2019s about understanding what made someone give in the first place \u2014 and rebuilding that emotional connection with honesty and care.\u00a0<\/span><\/p>\n<p>Here\u2019s how to do it.<\/p>\n<div style=\"background: #f5f7fa; padding: 24px; border-radius: 10px; margin: 32px 0;\">\n<h3 style=\"margin-top: 0;\">Quick Takeaways<\/h3>\n<ul style=\"margin-bottom: 0; padding-left: 20px; line-height: 1.7;\">\n<li>Most donors stop giving because they lose connection, not because they stop caring.<\/li>\n<li>Personalized outreach and recognition play a major role in donor retention.<\/li>\n<li>Re-engaging existing donors is significantly more cost-effective than acquiring new ones.<\/li>\n<li>Behavioral psychology principles like social proof and consistency can strengthen donor re-engagement.<\/li>\n<li>Donors are more likely to return when they clearly understand the impact of their support.<\/li>\n<\/ul>\n<\/div>\n<h2><span style=\"font-weight: 400;\">What is Donor Re-engagement?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Donor re-engagement is the process of reconnecting with supporters who previously donated but have stopped giving. Effective donor re-engagement focuses on rebuilding emotional connection, demonstrating impact, and personalizing communication to encourage renewed support.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Why Do Donors Lapse?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If you\u2019ve ever agonized over why a once-loyal donor went quiet, you\u2019re not alone. It\u2019s a common instinct to replay your last campaign, second-guess your messaging, or wonder if your mission somehow fell out of favor. But more often than not, the real reason is far less dramatic.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are the four most common psychological reasons donors stop giving:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>They don\u2019t feel connected anymore:<\/b><span style=\"font-weight: 400;\"> Giving is an emotional act, driven in large part by what researchers call the <\/span><a href=\"https:\/\/pmc.ncbi.nlm.nih.gov\/articles\/PMC10962791\/\"><span style=\"font-weight: 400;\">\u201cwarm glow\u201d effect <\/span><\/a><span style=\"font-weight: 400;\">\u2014 the inner satisfaction people feel from doing their part. But that feeling isn\u2019t self-sustaining. When donors only hear from you when you need something, the emotional bond weakens \u2014 and eventually breaks.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>They forgot (yes, really): <\/b><span style=\"font-weight: 400;\">\u00a0Many donors don\u2019t leave angry. They just get busy. In a world of competing causes and relentless digital noise, out of sight really does mean out of mind.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>They don\u2019t see their impact:<\/b><span style=\"font-weight: 400;\"> The brain craves closure. When someone gives, they instinctively want to know: <\/span><i><span style=\"font-weight: 400;\">did it work?<\/span><\/i><span style=\"font-weight: 400;\"> Without a tangible sense of what their gift accomplished, donors have no emotional hook to return to \u2014 and no compelling reason to give again.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>They feel unseen:<\/b><span style=\"font-weight: 400;\"> A form letter addressed to \u201cDear Friend\u201d after years of faithful giving sends a message, and it\u2019s not a good one. The difference between a donor who stays and one who drifts often comes down to whether they felt recognized as a person, not just a revenue source.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">All four of these reasons are about relationships, and all of them are within your control to fix.<\/span><\/p>\n<h2><b>Why Re-Engaging Donors Matters More Than Acquiring New Ones<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">There\u2019s a prevailing assumption in nonprofit fundraising: when you need to grow, you go find new donors. It\u2019s an understandable instinct. New donors mean new revenue, new energy, new reach. But chasing acquisition while ignoring the donors already in your database is a little like filling a leaky bucket \u2014 you keep pouring in water without ever fixing the hole.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s why it matters more than acquisition:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>It\u2019s dramatically cheaper:<\/b><span style=\"font-weight: 400;\"> Retaining a donor costs an average of <\/span><a href=\"https:\/\/lodestar.asu.edu\/blog\/2023\/08\/how-nonprofits-can-use-donor-retention-strategies-ensure-success\"><span style=\"font-weight: 400;\">$0.20 per dollar<\/span><\/a><span style=\"font-weight: 400;\"> raised, while acquiring a new one costs $1.50.<\/span> <span style=\"font-weight: 400;\">That\u2019s more than a 7x difference \u2014 money that could go directly toward your mission instead.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Lapsed donors already believe in you:<\/b><span style=\"font-weight: 400;\"> Unlike a cold prospect, a lapsed donor has already said yes once. They know your name, they\u2019ve seen your work, and on some level, they still care \u2014 they just need to be re-invited.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>New donors rarely stick around:<\/b><span style=\"font-weight: 400;\"> According to Q4 2024 data from the Fundraising Effectiveness Project, only <\/span><a href=\"https:\/\/afpglobal.org\/news\/fep-data-q4-2024-highlights-growing-role-high-dollar-donors-driving-fundraising-performance\"><span style=\"font-weight: 400;\">19.4% of new donors <\/span><\/a><span style=\"font-weight: 400;\">gave again the following year \u2014 meaning 4 out of 5 first-time donors never come back.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Repeat donors give more over time: <\/b><span style=\"font-weight: 400;\">Repeat donors had a retention rate of <\/span><a href=\"https:\/\/afpglobal.org\/news\/fep-data-q4-2024-highlights-growing-role-high-dollar-donors-driving-fundraising-performance\"><span style=\"font-weight: 400;\">69.2%<\/span><\/a> <span style=\"font-weight: 400;\">(more than three times higher than new donors) and they\u2019re far more likely to increase their giving, volunteer, and refer others to your cause.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Ready to make donor retention your strongest asset yet? <\/span><a href=\"https:\/\/www.giveffect.com\/nonprofit-resource-center\/free-download\/donor-retention-guide\/\"><span style=\"font-weight: 400;\">Download our free Donor Retention Guide: 6 Strategies that Work \u2192<\/span><\/a><\/p>\n<h2><b>5 Psychological Triggers That Help Re-Engage Lapsed Donors<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Understanding why donors lapse\u2014and how important they are to re-engage\u2014is only half the equation. The other half is knowing, psychologically, what actually brings them back.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are the five most powerful triggers that move lapsed donors from passive to re-engaged and how to put them to work.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Identity Reinforcement<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">People don\u2019t just give to causes because giving reflects who they believe themselves to be: compassionate, community-minded, someone who makes a difference. When you stop communicating, you stop reinforcing that identity. And when the identity fades, so does the behavior.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The re-engagement strategy here is straightforward: <\/span><b>reflect their identity back to them.<\/b><span style=\"font-weight: 400;\"> Remind them of the person they were when they first gave. When donors hear that they are considered charitable, they are more likely to give generously.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Try language like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">\u201cYou\u2019ve always been someone who shows up for others.\u201d<\/span><\/i><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">\u201cAs one of our founding supporters, you helped make this possible.\u201d<\/span><\/i><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">2. The Consistency Principle<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In his landmark book <\/span><i><span style=\"font-weight: 400;\">Influence: The Psychology of Persuasion<\/span><\/i><span style=\"font-weight: 400;\">, psychologist Robert Cialdini identified commitment and consistency as one of the most powerful forces in human behavior. The principle asserts that once people make a commitment \u2014 something said or done in the past, especially in public \u2014 they experience strong internal pressure to remain consistent with that position.<\/span><a href=\"https:\/\/news.wpcarey.asu.edu\/20070117-gentle-science-persuasion-part-four-consistency\"><span style=\"font-weight: 400;\">\u00a0<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">In other words: people don\u2019t like to contradict their past selves.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For re-engagement, this is a gift. A lapsed donor has already made a commitment \u2014 they gave. That act is part of their history, and most people feel a quiet pull to stay true to it. Praising donors for their good past decisions, then connecting those earlier actions to the values underlying any new ask, is one of the most effective ways to leverage this principle in fundraising.<\/span><a href=\"https:\/\/veritusgroup.com\/commitment-consistency-three-of-six-principles-of-influence\/\"><span style=\"font-weight: 400;\">\u00a0<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">A message like <\/span><i><span style=\"font-weight: 400;\">\u201cYou gave in 2022 because you believed every child deserves a safe home \u2014 that hasn\u2019t changed\u201d<\/span><\/i><span style=\"font-weight: 400;\"> is a reminder of who they already are.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Social Proof<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Humans are wired to look to others when deciding what to do, especially in moments of uncertainty, like when a lapsed donor is wondering whether their contribution still matters.<\/span><\/p>\n<p><b>The tactic:<\/b><span style=\"font-weight: 400;\"> Make community participation visible. Prominently showing the number of donors who have contributed to a campaign (\u201cJoin 12,345 others making a difference\u201d) is a well-documented way to harness social proof and drive action.<\/span><a href=\"https:\/\/gc-bs.org\/articles\/behavioral-economics-in-charitable-giving-motivations-and-barriers\/\"><span style=\"font-weight: 400;\">\u00a0<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">For re-engagement specifically, this works on two levels:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>It signals belonging:<\/b><span style=\"font-weight: 400;\"> Others still believe in the mission, so maybe they should too.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>It creates gentle urgency: <\/b><span style=\"font-weight: 400;\">A message like <\/span><i><span style=\"font-weight: 400;\">\u201c1,247 supporters came back this year \u2014 we\u2019d love for you to be one of them\u201d<\/span><\/i><span style=\"font-weight: 400;\"> says: your community is here, and there\u2019s still a seat at the table for you.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">4. Loss Aversion<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Here\u2019s one of the most counterintuitive findings in behavioral science: people are approximately <\/span><a href=\"https:\/\/www.nonprofitpro.com\/post\/increase-nonprofit-results-with-behavioral-science-and-loss-aversion\/\"><span style=\"font-weight: 400;\">twice as motivated<\/span><\/a><span style=\"font-weight: 400;\"> to avoid the pain of loss as they are to acquire an equivalent gain.<\/span><a href=\"https:\/\/www.nonprofitpro.com\/post\/increase-nonprofit-results-with-behavioral-science-and-loss-aversion\/\"><span style=\"font-weight: 400;\">\u00a0<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s what this means for re-engagement: Framing appeals around preventing negative outcomes \u2014 focusing on what will happen if support doesn\u2019t continue \u2014 reaches the emotional part of the brain where the drive to avoid loss lives.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider the difference:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">\u201cYour gift will help us feed 50 families.\u201d<\/span><\/i><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">\u201cWithout supporters like you, 50 families go without a meal this month.\u201d<\/span><\/i><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The mission is the same. The psychology is not.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">5. The Zeigarnik Effect<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In the 1920s, psychologist Bluma Zeigarnik made a curious observation: waiters could recall unpaid orders in precise detail, but forgot them almost immediately once the bill was settled. Her research found that an uncompleted task creates cognitive tension that keeps it active in memory \u2014 until the task is finally resolved.<\/span><a href=\"https:\/\/www.psychologytoday.com\/us\/basics\/zeigarnik-effect\"><span style=\"font-weight: 400;\">\u00a0<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">The insight for fundraisers: Incomplete stories create mental tension, and that tension, when used skillfully, drives attention, recall, and re-engagement.<\/span><a href=\"https:\/\/ambertripp.com\/the-zeigarnik-effect-in-brand-storytelling-how-unfinished-narratives-create-engagement\/\"><span style=\"font-weight: 400;\">\u00a0<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Put it to work with messaging like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">\u201cThe program you helped launch is still going \u2014 here\u2019s what happened next.\u201d<\/span><\/i><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">\u201cYou were part of chapter one. Here\u2019s what chapter two looks like.\u201d<\/span><\/i><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">\u201cThe families you supported last year are still with us. Their story isn\u2019t finished.\u201d<\/span><\/i><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The goal isn\u2019t to manufacture drama; it\u2019s to honestly show donors that the work is ongoing, the need is real, and their chapter in this story is still unwritten.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Common Mistakes Nonprofits Make When Re-Engaging Donors<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The psychology of re-engagement is easy to get right in theory and easy to get wrong in practice. Even well-intentioned outreach can backfire if it triggers the wrong emotional response.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are the most common mistakes to avoid:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Don\u2019t lead with the ask:<\/b><span style=\"font-weight: 400;\"> Reaching out to a lapsed donor with an immediate donation request is the equivalent of running into an old friend and asking to borrow money before you\u2019ve even said hello. Re-engagement requires a warm-up.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Don\u2019t guilt-trip:<\/b><span style=\"font-weight: 400;\"> There\u2019s a fine line between loss aversion and emotional manipulation. Framing like <\/span><i><span style=\"font-weight: 400;\">\u201cYou abandoned the children who need you\u201d<\/span><\/i><span style=\"font-weight: 400;\"> doesn\u2019t motivate, it alienates. Donors who feel shamed don\u2019t give. <\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Don\u2019t pretend the gap didn\u2019t happen:<\/b><span style=\"font-weight: 400;\"> Sending a lapsed donor the same generic newsletter you send everyone else ignores the elephant in the room. Acknowledging that some time has passed \u2014 warmly, without drama \u2014 actually builds trust rather than eroding it.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Don\u2019t treat all lapsed donors the same:<\/b><span style=\"font-weight: 400;\"> Someone who gave once three years ago needs a very different message than someone who gave annually for a decade and quietly stopped. <\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Don\u2019t make it hard to come back:<\/b><span style=\"font-weight: 400;\"> If your re-engagement email finally lands and the donor is ready to give \u2014 a broken donation link, a slow page, or a confusing form will kill the moment. Make the path back as simple as possible.<\/span><\/li>\n<\/ul>\n<h2><b>How Giveffect Helps Nonprofits Improve Donor Retention and Re-Engagement<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Your job isn\u2019t to convince. It\u2019s to reconnect. To reflect back the person they were when they first gave, show them the story that\u2019s still unfolding without them, and make it easy to step back in.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Giveffect\u2019s all-in-one nonprofit platform brings your donor data, communication tools, and engagement history together in one place \u2014 so you can identify lapsed donors, personalize outreach at scale, and finally turn that faded connection back into an active one.<\/span><\/p>\n<p><a href=\"https:\/\/www.giveffect.com\/schedule-a-call\"><span style=\"font-weight: 400;\">See how growing nonprofits use Giveffect to personalize donor outreach, strengthen retention, and reconnect supporters before they disappear \u2192<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>At some point, every nonprofit faces the same quiet mystery: a donor who gave faithfully for years simply\u2026 stops. No angry email,&#8230;<\/p>\n","protected":false},"author":4,"featured_media":7010,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","om_disable_all_campaigns":false,"footnotes":""},"categories":[478],"tags":[144],"class_list":["post-7009","post","type-post","status-publish","format-standard","has-post-thumbnail","category-blog-post","tag-donor-management-crm"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.1 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why Donors Stop Giving and How Nonprofits Can Re-Engage Them<\/title>\n<meta name=\"description\" content=\"Learn why donors stop giving and how nonprofits can re-engage lapsed donors using proven donor psychology, retention strategies, and personalized outreach.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wordpress.giveffect.com\/donor-reengagement-psychology\/\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Why Donors Stop Giving and How Nonprofits Can Re-Engage Them","description":"Learn why donors stop giving and how nonprofits can re-engage lapsed donors using proven donor psychology, retention strategies, and personalized outreach.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/wordpress.giveffect.com\/donor-reengagement-psychology\/","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"BreadcrumbList","@id":"https:\/\/wordpress.giveffect.com\/donor-reengagement-psychology\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/wordpress.giveffect.com\/"},{"@type":"ListItem","position":2,"name":"Why Donors Stop Giving and How Nonprofits Can Re-Engage Them"}]}]}},"_links":{"self":[{"href":"https:\/\/wordpress.giveffect.com\/wp-json\/wp\/v2\/posts\/7009","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wordpress.giveffect.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wordpress.giveffect.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wordpress.giveffect.com\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/wordpress.giveffect.com\/wp-json\/wp\/v2\/comments?post=7009"}],"version-history":[{"count":1,"href":"https:\/\/wordpress.giveffect.com\/wp-json\/wp\/v2\/posts\/7009\/revisions"}],"predecessor-version":[{"id":7011,"href":"https:\/\/wordpress.giveffect.com\/wp-json\/wp\/v2\/posts\/7009\/revisions\/7011"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wordpress.giveffect.com\/wp-json\/wp\/v2\/media\/7010"}],"wp:attachment":[{"href":"https:\/\/wordpress.giveffect.com\/wp-json\/wp\/v2\/media?parent=7009"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wordpress.giveffect.com\/wp-json\/wp\/v2\/categories?post=7009"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wordpress.giveffect.com\/wp-json\/wp\/v2\/tags?post=7009"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}