A guide to digital donor journeys

The year 2022 has been described by many as a trial period for charities, as we emerge from the pandemic and reassess the various adaptations the charity sector adopted to deal with it. Since 2020, fundraising changed immensely, accelerating the use of digital technology to receive and process donations.  

 

Alongside the increased pace of digital adoption, we’ve also seen growing recognition in the charity sector of the importance of donor journeys. Being able to provide supporters with a simple, convenient donation experience can vastly increase the number of people who donate and crucially, the number of people who return to donate again in the future.  

 

But as we approach 2023, taking on the lessons from the pandemic does not mean forgetting the fundraising fundamentals that preceded it. The sector should combine the two experiences to build a fundraising strategy that will fit the future and whatever the “new normal” may be.  

 

The Fundraisers Guide to Digital Donor Journeys sums this new experimental phase of fundraising up perfectly:  

 

“We should celebrate the return of in-person fundraising – but it’s important not to forget the many benefits that digital solutions have brought. Systems that were installed as a temporary pandemic measure can now be harnessed to create a personalised digital donor journey that works in harmony with your offline efforts.” 

 

The guide, created by software provider Access, offers advice for charities on increasing engagement and donations through every stage of their donor journey and points to three core stages of fundraising that charities should adhere to when creating the experience: attract, convert, and engage.  

 

 

Attract 

 

The guide lists digital tools that charities can use to attract new donors, pointing to the power of social media, content, and keyword research in driving supporters to your website. It also offers insight into how charities can make the most of Google Ad Grants, which provide up to £7,000 of free Google advertising to eligible charities and non-profits.  

 

Google Ad Grants mean that charities appear at the top of Google search results relevant to their cause. It ensures greater visibility and awareness and targets potential supporters at the exact right time they express an interest. Most importantly, it can drive them to find out more.  

 

 

Convert 

 

Once charities have managed to capture the attention of their potential donors, it’s then about converting them. This is largely where an organisation’s website comes in.  

 

Access says: “Every charity’s website should be a flexible tool that works hard for them and completes a multitude of functions ranging from data collection to payment processing. Yet there are still so many charities that haven’t yet taken this crucial step towards making their website a key part of their donor strategy.” 

 

The good news, according to the Guide, is that some charities are beginning to recognise the power of their website, even if they haven’t formally added it to their strategy yet. It points to case studies from Sheffield Hospitals Charity and Great Ormond Street Hospital, who have been able to facilitate fundraising, host events, and act as a vital hub for their service users. 

 

The guide comes complete with a checklist for charities to assess their website against and discover key pinch points that could improve the donor experience online, thus increasing your donations. 

 

 

Engage 

 

Once a supporter has committed to donating to you, the next stage is keeping them engaged. This could mean updating them on the impact of their donation, thanking them for the donation, and just generally being cognisant of when they might be thinking of donating to you again. 

 

This stage is where data plays a key role. As the guide points out: “With your CRM – and all of the donor data it holds – at the core, all of your communications can be personalised and automated. Simple tasks, such as ensuring every person receives a welcome email when they register interest in becoming a supporter, are a key part to cementing a long, meaningful relationship.” 

 

Access provides tips on preventing data siloes, how to ensure your data is accurate, and how to use data to better guide supporters through the donation process. 

 

You can download Access’ full guide to digital donor journeys below and find more information on each stage of the supporter experience. As the cost-of-giving crisis continues, being able to provide an excellent donor journey can make all the difference in who chooses to give to your charity and who moves along.