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Donor Journey

Guide your supporters every step of the way: 
Learn how to create meaningful donor journeys that build trust, inspire action, and turn one-time donors into long-term advocates.

Fundraising Tips Donor Journey (no bg)

From first hello to ‘yes, I want to donate’

Fundraising is all about building trust with potential donors—and turning that trust into action. The path from initial contact to donation (and beyond) is called the Donor Journey. On this page, you'll learn what this journey looks like, how it’s structured, and why it’s essential for your fundraising success.

 

What is a Donor Journey? A Definition

At RaiseNow, we define the Donor Journey—also called the Supporter Journey—as follows:

A Donor Journey is a series of communication moments that follow the natural progression of a relationship between a nonprofit and its supporters. It should inspire and delight donors, deepen their connection to the organisation, and increase their willingness to give.

Or put differently:

The Donor Journey is the mental and emotional path a potential supporter takes—from first contact with your organisation to making a donation, and ideally beyond. This journey consists of four key phases and is shaped by a variety of communication touchpoints.

Donor Journey vs. Buyer Journey

The Donor Journey is based on the traditional Buyer Journey from commercial marketing—also known by the acronym AIDA: Awareness / Interest / Desire / Action.
The fundraising version adapts this model to reflect the specific needs of nonprofit communication and relationship-building.

Why Is the Donor Journey Important for Your Organisation?

Essentially, the Donor Journey breaks down the process of building a donor relationship into clearly defined steps. It gives you a framework to better plan, execute, and evaluate your fundraising efforts. By understanding how supporters move through different stages of engagement, you can tailor your messaging and activities accordingly—creating more effective and more meaningful donor experiences.

What Are Touchpoints in the Donor Journey?

Touchpoints are communication moments—digital or offline—where your organisation connects with potential donors. These interactions help move supporters from one phase of the journey to the next.

Digital:

  • Emails

  • SMS

  • Websites / Landing pages

  • Blogs

  • Videos

  • Google Ads

  • Banners

  • Social media (Facebook, Instagram, Twitter, TikTok, etc.)

 

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Offline:

  • Direct mail

  • Flyers, posters, newspaper ads

  • PR articles

  • Face-to-face fundraising

  • Phone calls

  • TV or radio ads

One touchpoint may appear multiple times along the journey. The key is using the right mix to reach the right people, in the right moment, with the right message.
To explore successful touchpoint strategies, take a look at our e-books, studies, and whitepapers.

One critical touchpoint: the donation form. If it’s too complicated, donors may drop off right before converting. That’s why RaiseNow’s donation forms are built for ease and conversion.

 

The 4 Phases of the Donor Journey

The donor journey unfolds across four stages—from initial awareness to advocacy. Each phase is supported by different touchpoints:

  1. Awareness – "I’ve heard of this organisation."

  2. Consideration – "I want to learn more and see if I connect with this cause."

  3. Decision – "Yes, I want to donate."

  4. Evangelize – "I love what you do and want to tell others."

Let’s explore each phase in more detail.

 

Phase I: Awareness

The donor thinks: “Ah, here’s an organisation that cares about something I care about.”

This phase is about visibility—helping people realise that they care about a cause and that your organisation is addressing it. The more people who are aware of your mission, the larger your potential donor base.

How do you become visible?

Two main strategies come into play: Push and Pull marketing.

Push marketing (Outbound)
These are messages your organisation initiates and puts directly in front of people, including:

  • Paid ads

  • PR and press releases

  • Face-to-face fundraising

  • Cold outreach (calls or emails)

 

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Pull marketing (Inbound)
These are content and tools that draw people in when they’re already interested:

  • SEO-optimised websites

  • Informative blogs

  • Social media posts

 

 

Phase II: Consideration

The donor thinks: “Let’s see what you actually do—and if I like you.”

Once a potential donor knows about your organisation, the next step is building trust and emotional connection. Show your mission in action, and make it personal.

Key touchpoints for this phase:

  • Success stories

  • Infographics about your impact

  • Annual reports

  • Videos (strongest psychological impact)

  • Testimonials from donors

Online or offline? Both are important and should complement each other. However, digital fundraising is becoming increasingly central and shouldn't be neglected.

 

Phase III: Decision

The donor thinks: “Yes, I want to donate.”

You’ve convinced them. Now it’s crucial to make the donation process smooth and accessible.

Tips for this phase:

  • Place a clearly visible donate button on every page.

  • Keep the process intuitive and fast.

  • Suggest donation amounts.

  • Offer a wide range of easy payment options.

Key takeaway for Decision: Make giving easy.

Still facing friction? Our RaiseNow donation forms are designed for seamless user experience and conversion—fully customisable and mobile-ready.

 

Phase IV: Evangelize

The donor thinks: “I like you so much, I want to share you with others.”

The journey doesn’t end with a donation. The final phase is about turning donors into ambassadors for your cause.

Examples:

  • Ask donors to share your campaign on social media.

  • Enable birthday campaigns or other peer-to-peer fundraising activities.

Our Peer-to-Peer Fundraising tools make it easy for supporters to create personal campaigns—maximising both reach and donation volume.

Key takeaway for Evangelize: Make advocacy easy.

 

What Is a Donor Journey Map?

A Donor Journey Map is a visual or written model of how your supporters typically interact with your organisation. It outlines all the key touchpoints, phases, emotions, and decision points throughout their journey.

While every donor is different, the map gives you a consolidated overview of common patterns—helping you spot friction points or opportunities for improvement.

 

What’s the Value of Donor Journey Mapping?

A Donor Journey Map is a powerful tool for optimising your fundraising strategy. It helps you:

  • Identify where donors drop off.

  • Understand which touchpoints are most effective.

  • Refine your approach for different target groups.

One essential element of any Donor Journey Map is the use of personas—fictional profiles that represent key donor segments. Instead of relying only on demographics, personas bring your audience to life, helping you design tailored communication.

 

Pro Tip:

Try to keep your map to a single A4 page. This keeps it manageable and easier to work with.

 

Final Thoughts

Designing a meaningful Donor Journey requires time, creativity, and a deep understanding of your supporters. But the rewards are worth it—better engagement, higher conversion rates, and stronger long-term relationships.

Want to stay up to date with best practices?
Subscribe to the RaiseNow Newsletter and get regular, free insights from the world of digital fundraising. 

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