Episode 186: How to Build Fundraising Campaigns Around Donor Moments, Not Just Your Calendar
Most nonprofits build their campaigns around their own calendars—fiscal year-end, Giving Tuesday, the spring gala. But donors live in their own rhythms: birthdays, anniversaries, first gifts, retirements, even losses. And when you connect your fund...
Million Dollar Nonprofit · Tom Kelly
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Show Notes
Most nonprofits build their campaigns around their own calendars—fiscal year-end, Giving Tuesday, the spring gala. But donors live in their own rhythms: birthdays, anniversaries, first gifts, retirements, even losses. And when you connect your fundraising to their moments, not just yours, you raise more and build stronger relationships.
In this episode of The Million Dollar Nonprofit, Tom Kelly shares how to build campaigns around Life, Loyalty, and Legacy moments that truly resonate. You’ll learn how to spot donor milestones, script warm messages, and automate delivery—so your donors feel seen, celebrated, and connected at every stage of their journey.
You’ll discover:
- How to align campaigns with personal donor milestones.
- Loyalty-focused ways to celebrate donor anniversaries.
- How to show up during legacy moments with empathy.
- A real-life nonprofit example that saw 4x response rates using donor birthday messages.
Don’t just campaign around your calendar. Campaign around their lives—that’s where the magic (and giving) really happens.
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