Episode 99: How to Turn Almost Donors” Into Loyal Supporters with Smart Retargeting

Not every potential donor bounces because they don’t care—sometimes life just gets in the way. In today’s episode of The Million Dollar Nonprofit, host Tom Kelly dives into the art (and science) of turning “almost” donors—the people who clicked, scrolled, hovered over the donate button, and then disappeared—into loyal supporters. These looky-loos are actually some of your warmest leads, and with the right retargeting automation, you can bring them back without lifting a finger.

You’ll learn how to track key behaviors using tools like Meta Pixel, Google Analytics, and Hotjar, build retargeting audiences inside platforms like Facebook, Instagram, ConvertKit, and DonorBooks, and create smart, empathetic follow-up messages with help from AI. Tom shares copy-and-paste prompts to generate warm retargeting emails, social ad copy, and even bonus incentives like limited-time matches or donor impact videos.

Plus, hear a real-world case study of how one nonprofit turned a $50 Facebook retargeting ad into $2,000 in just 72 hours—without hiring extra staff or begging for donations. If you’ve ever wondered how to close the loop on those almost-conversions, this episode is packed with practical, automated strategies that help you raise more with less effort.

And don’t miss tomorrow’s episode, where Tom breaks down The $100 Facebook Ad That Brought in $5K—including the exact copy, targeting strategy, and AI prompts they used to make it happen.

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