Customer Experience (CX)

Customer Experience (CX) refers to the overall experience that customers have with a brand across all touchpoints. In online fundraising, this is often referred to as Donor Experience (DX). DX encompasses all interactions donors have with an organization – from their first visit to the website to the thank-you email following a donation.

A positive CX requires a consistently donor-centric mindset within the organization. The quality of the Donor Experience depends largely on the people who directly or indirectly interact with donors.

In digital fundraising, CX is closely linked to User Experience (UX), which should also adopt a user-centered approach to ensure a seamless and positive experience.