Create a donor journey that engages all year round

Sure seasonal campaigns and one-off donations are great, but to make the biggest possible positive impact you’ve got to be engaging your donors more than that. Yep, we’re talking all year round.  

Enter the donor journey - a carefully crafted process that guides potential supporters from awareness to action. When done right, a donor journey takes people from simply learning about your mission to becoming lifelong advocates of it. So here’s how you can craft one which creates connections and inspires action. All. year. Long.

It all starts with awareness

Think of awareness as the “meet-cute” between your organisation and potential donors. At this stage, your goal is to make a strong first impression. But with so many other worthy causes out there, you’ve got to stand out. It can be tempting to follow trends or so-called sure-fire ways to go viral, but don’t. Simply share your charity’s story with authenticity - it’s your unique power which nobody else can replicate. And make sure you spread that message far and wide, using a range of digital channels to reach different kinds of donors.

Be transparent, earn trust, build connection 

It’s not enough for someone to simply be aware of your cause, they need to feel a connection to it. This is where transparency comes in. Yeah, we’re always banging on about it, but for good reason. In the era of misinformation and fake news (what a time to be alive), being upfront about how your funds are used is crucial to building trust. So get sharing your stories of impact - showing people how previous donations have transformed situations. It might take a bit of time to collect this info and prepare it for sharing, but this is the foundation for deeper donor engagement and longer lasting relationships.

Actions speak louder than words

With awareness bagged and trust built, it’s time for people to take action. At this stage, your focus should be on the user experience. Meet people where they’re at by giving them multiple ways to donate, think: one-time gifts, recurring contributions or even non-monetary support like volunteering. Use personalised messaging to prove the significance of their support, showing the tangible impact of their contribution through copy like “your £20 will plant this many trees”. And streamline the donation process as much as possible, adding clear calls to action and accessible forms.

In it for the long-run 

Your relationship with supporters doesn’t end with their first donation. In fact this is just the beginning. Now it’s time for you to strengthen that connection and turn them from a one-time donor to a lifelong supporter. ‘But how???’ we hear you scream at the screen. We’ve got you. Start by creating a content calendar of digital comms filled with regular updates, supporter spotlights and impact reports to keep them engaged. Show people how much their support means to you by celebrating milestones with them. Whether that’s reaching a fundraising goal or a donation anniversary, let your donors share in the good times. By consistently showing gratitude and keeping people in the loop, you’ll build loyalty that lasts.

Listen to learn 

Donors want their money to be valued and their voices to be heard. Gathering audience feedback doesn’t just make people feel appreciated, it gives your organisation valuable insights to incorporate into its strategy. So get going - send out short surveys to learn about donor experiences and use social media polls to gather instant feedback. But make sure you actually act on their responses and share the tweaks you’ve made as a result. When donors see their voices driving change, they’re more likely to stay engaged.

Look, the bottom line is you need to develop relationships, not just drive transactions. When you create a year-round donor journey which conveys your authenticity, shows the impact of donations and makes supporters feel valued, you’ll build a like-minded community that’ll root for your cause for years to come.  

Need a helping hand developing your donor journey? Then you’re in the right place. We’re the B-corp certified brand and digital agency dedicated to helping Good Brand succeed. Just get in touch to tell us a bit about your cause, and we’ll tell you how we can amplify its impact.