Most nonprofits are still segmenting donors by how much they give, not by what they care about. That’s like Blockbuster measuring customers by rentals while Netflix asked what people loved to watch—and we know who won that game.
In this episode of The Million Dollar Nonprofit, Tom Kelly reveals how to segment donors by passion instead of donation size using his 3-step framework: Discover, Define, Deliver. You’ll learn how to uncover donor motivations with surveys and AI, create passion-driven donor tags, and deliver tailored campaigns that speak directly to what each supporter cares about most. Real-world results? Higher response rates, deeper connections, and surprise major gifts from “small donors.
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Million Dollar Nonprofit