Most lapsed donors don’t need another campaign, another offer, or more urgency. They don’t need to be convinced. They need to feel something again.

In this episode of The Million Dollar Nonprofit, Tom Kelly explains why donors lapse in the first place — not because they stopped caring, but because the emotional connection faded — and how one carefully written story can reopen that connection without guilt, pressure, or pretending nothing happened.

Tom introduces a simple reactivation framework — Memory, Meaning, Momentum — that helps nonprofits reconnect lapsed donors by reminding them why they first cared, showing how their past support mattered, and offering a warm, pressure-free invitation back into the story.

You’ll learn:

• Why “we miss you” emails quietly fail
• How guilt shuts donors down instead of bringing them back
• Why stories outperform urgency for donor reactivation
• The 3-part structure behind effective lapsed donor emails
• How AI helps nonprofits personalize reconnection at scale

You’ll also hear a real example of a nonprofit that sent one story-based email to lapsed donors — no donate button, no countdown — and saw replies, reconnections, and reactivated giving simply because donors felt remembered, not chased.