Have you ever been on a bad first date — awkward conversation, no connection, way too much oversharing, and zero chemistry? That’s exactly what most donor journeys feel like. And it’s why so many donors give once… and never come back.

In this episode of The Million Dollar Nonprofit, Tom Kelly breaks down why nonprofit donor journeys fail — and how to redesign them so donors feel courted, connected, and emotionally invested instead of pressured and rushed.

Using the simple framework Spark. Sequence. Sustain., Tom shows how to turn transactional donor experiences into real relationships.

• Spark: Create a first touchpoint that feels warm and emotional, not like a receipt or a brochure.
• Sequence: Build a donor journey that flows naturally — gratitude, identity, story, value, and connection — before asking again.
• Sustain: Keep the relationship alive with ongoing, no-pressure touchpoints that make donors feel seen and appreciated.

You’ll learn why most nonprofits overshare too fast, ask too soon, and treat every donor the same — and how AI can help you create personalized, relational donor journeys that feel human at scale.