{"id":21966,"date":"2022-02-14T16:05:04","date_gmt":"2022-02-14T16:05:04","guid":{"rendered":"https:\/\/virtuous.org\/raise\/2022\/02\/14\/mapping-your-donors-journey\/"},"modified":"2022-02-14T16:05:04","modified_gmt":"2022-02-14T16:05:04","slug":"mapping-your-donors-journey","status":"publish","type":"post","link":"https:\/\/virtuous.org\/raise\/mapping-your-donors-journey\/","title":{"rendered":"Mapping Your Donor\u2019s Journey"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div>\n<p class=\"wp-block-paragraph\">Imagine you\u2019re about to go on a hike. You\u2019re heading into the wilderness, finding a mountain, and going to the top!&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That plot twist is that you\u2019re completely unprepared: no equipment, no map, and no idea of what\u2019s ahead. Also, you\u2019ve never gone on a hike before.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While I appreciate your sense of adventure, what you would need is a guide.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You need someone who\u2019s been up that mountain and can show you each step up the path to the top.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For the donor, you are their guide up the donor mountain.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The donor mountain is a donor\u2019s journey from not knowing anything about your organization to being an active, recurring supporter, and advocate.<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Just like hiking up a mountain, a donor\u2019s gift doesn\u2019t happen in one, quick move.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are multiple decisions and actions that they have to make to get to the point of giving a gift.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Should I open this email?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Should I click on the button?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Do I need to give right now? Why not tomorrow?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Do they really need my phone number?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Why should I give to this organization and not another one?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These are just a few of the many questions donors have to answer, as they climb the donor mountain and become an active, recurring supporter for your nonprofit.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your job as an online fundraiser is to help them navigate the path to the top where they ultimately give a gift.&nbsp;<\/p>\n\n\n\n<div style=\"width:100%;height:0;padding-bottom:69%;position:relative\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Help them understand why they should keep taking that next step up the mountain.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One tried and true tool that can help is a map.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Your Donor\u2019s Journey Up the Mountain<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">What is the journey your donor takes to finally arrive at the point of giving a gift?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What is the path they need to walk to become a recurring giver?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mapping out your donor\u2019s journey means listing all the steps and considerations they must take to make a gift\u2014and then writing out the strategy you\u2019ll use to motivate them to go from one step to the next.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You may be familiar with other donor journey models\u2014like a donor lifecycle or funnel. I like the idea of a donor mountain because this image accurately portrays how involved you have to be in the process as a guide.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">People don\u2019t fall into giving as in a funnel.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And people don\u2019t grow into being donors naturally as with the idea of a lifecycle.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I think it\u2019s best to prepare yourself to guide your donors through their journey up the mountain.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Unaware<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">At the base of the mountain is a phase where your potential donor isn\u2019t even aware of your nonprofit.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It could be that they don\u2019t even know that there is a need in the world like your mission.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At this stage, when your social media post or digital ad reaches the person, you want to share your value proposition at its highest level.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Why should they give your nonprofit their <em>attention<\/em> rather than continuing to scroll on?<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Here we can move them to the next step by giving them a reason to.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Different strategies can work well here to earn their attention.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u201cPotential donors should give me their attention because\u2026\u201d<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The need is so great<\/li>\n\n\n\n<li>Other people are involved, so they should be too<\/li>\n\n\n\n<li>They may have suffered something similar<\/li>\n\n\n\n<li>They can be the hero they want to be<\/li>\n\n\n\n<li>Something needs to be stopped<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Discovery<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s say that your potential donor has made the decision to climb the donor mountain.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now they have entered the discovery phase.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They are going to investigate more about you, the campaign, and your <a href=\"https:\/\/www.nextafter.com\/blog\/nonprofit-value-proposition-4-proven-ways-to-help-donors-understand-why-they-should-give\/\" data-type=\"URL\" data-id=\"https:\/\/www.nextafter.com\/blog\/nonprofit-value-proposition-4-proven-ways-to-help-donors-understand-why-they-should-give\/\">value proposition<\/a>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The discovery process is very important as the donor is trying to figure out if you are the right nonprofit for them.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In other words, does your cause resonate with what is important to them?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At this point it\u2019s critical to think like a Sherpa, the incredible indigenous mountaineers in Tibet that guide thousands of people up the slopes of Mt. Everest each year.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Unsung Heroes of Everest | Nat Geo Live\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/ihmfkdEcDyk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">You are there to guide them up each and every step.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At this point in the donor journey up the mountain, your website becomes critical.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Each page should reinforce your value proposition clearly\u2014and invite donors to participate in the story.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Why should your potential donor give to you rather than another organization?<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">No matter what page they\u2019re on, they should see some version of an answer to this question.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example\u2026<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your About Us page should show how the leadership, history, or values of your nonprofit make you the best choice for the donor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The \u201cPrograms\u201d page should introduce visitors to activities, outcomes, and possibilities that are enabled through the generosity of donors.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Testimonial pages should highlight stories that validate the value and impact that donors can make through your organization.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No matter the page, the value proposition must come through clearly so your donor can discover the reason why they should go to the next step up.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Desire<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">As a visitor moves through your landing page or website, it\u2019s important to always give them that next step. And when appropriate, that next step might just be to make a gift.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your goal at that point is to show them why they should give now rather than later.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here are some strategies you can use to show the urgency of giving now rather than later.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Natural Deadlines:<\/strong> This applies to any kind of naturally occurring deadline like a change of the season (e.g., Christmas giving) or natural phenomena (e.g., give before the next harvest, give in the aftermath of a natural disaster)&nbsp;<\/li>\n\n\n\n<li><strong>Program Deadlines:<\/strong> Perhaps your donor should give before a certain program closes or opens. (e.g., give before our new students arrive)<\/li>\n\n\n\n<li><strong>Arbitrary Deadlines:<\/strong> These are soft deadlines that you can still use to show urgency. (e.g., give before the end of the month to stop hunger)<\/li>\n\n\n\n<li><strong>Premium Deadlines:<\/strong> If you\u2019re giving away a premium, you can set an end date for the premium campaign and use that as the deadline. (e.g., give before the end of the month to get your free copy)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Giving<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Once the donor has taken the step to make a gift\u2014this is the summit of the donor mountain.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is where the donor gives online, writes a check, or signs up as a volunteer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It is the desired action that you want them to take, and they have decided to follow you all the way to the top!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But please don\u2019t stop here.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are more peaks calling.<\/p>\n\n\n\n<div style=\"width:100%;height:0;padding-bottom:102%;position:relative\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Recurring Giving<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">While the donor is making their gift, why not ask them to go up another mountain?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Another mountain that\u2019s close-by and easy to climb, I mean.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On the same giving form where the donor is making their gift\u2014the donor can easily turn their gift into a recurring gift.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But like every mountain, you need to guide them and show them why that action is important.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By making that choice, your donor can\u2026<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Exponentially increase their impact in this area that\u2019s so important to them.&nbsp;<\/li>\n\n\n\n<li>Provide support that the beneficiary can depend on month after month<\/li>\n\n\n\n<li>Make giving a priority without it becoming a hassle<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">There are many reasons to turn a gift into a recurring gift, but don\u2019t assume that your donor understands how important it is.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Placing well-written copy next to the recurring gift checkbox can be all that the donor needs to understand why they should climb that mountain and increase their impact.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What does your donor journey look like?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">I should say here that not all donor journeys will look exactly alike.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Perhaps your organization has a journey or multiple journeys that look a little different.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The important thing is to have the journey mapped out.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Having it written out allows you to identify ways that you can help guide your donors further up the donor mountain.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If it\u2019s not written down, it\u2019s hard to understand where your donors are at and what information they need to make the next step.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Enjoy the journey of helping donors climb their mountain!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Imagine you\u2019re about to go on a hike. You\u2019re heading into the wilderness, finding a mountain, and going to the top!&nbsp; That plot twist is that you\u2019re completely unprepared: no [&hellip;]<\/p>\n","protected":false},"author":118,"featured_media":21967,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","om_disable_all_campaigns":false,"footnotes":""},"categories":[817],"tags":[],"types":[],"ppma_author":[816],"class_list":["post-21966","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-donor-relationships","author-stephen-boudreauvirtuous-org"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.9 - aioseo.com -->\n\t<meta name=\"description\" content=\"Imagine you\u2019re about to go on a hike. You\u2019re heading into the wilderness, finding a mountain, and going to the top! 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