The recent recession-related rise in use of U.S. public libraries temporarily masks the declining customer numbers at many public libraries. This loss has been an international problem for over a decade. George Kerr was Customer Services Manager at West Lothian Council Public Libraries (Scotland, UK) when he undertook this study. Kerr recognized that the most efficient way to increase use was to get former users to return. Drawing on international examples, direct mailings, and a telephone survey, this paper examines that effort to win back what Kerr termed "lapsed borrowers." Kerr's research confirms that libraries can win back a significant proportion of "lapsed borrowers." The most effective method was for the library to contact customers directly and to offer them a "freebie." Kerr presents cost data to demonstrate that the effort to win back lapsed users is cost effective. The lapse rate was reduced to just 33 percent. According to Kerr, lapsed borrowers should be the main target group for any new marketing drive. In the future, regular contact by e-mail could be a key to customer retention.