Glossary D Donor Journey

Donor Journey

The Donor Journey describes the path a donor takes across all touchpoints with a nonprofit organization – from the first interaction to long-term engagement. It reflects a holistic approach to fundraising – not just through individual campaigns or donation appeals, but as a consistent and meaningful overall experience (see also Donor Experience).

Typical stages of a donor journey include:

  1. Awareness: The person becomes aware of the organization or a specific cause.

  2. Interest: She or he develops interest in the organization’s work or a particular project.

  3. Consideration: Potential donor considers whether and how he or she would like to support.

  4. Action: They make their first donation or get involved in another way (e.g., volunteering).

  5. Retention: The relationship is nurtured and strengthened over time.

Effectively managing the donor journey helps organizations better understand their supporters, engage them more strategically, and build lasting loyalty – both online and offline. Digital tools like donation platforms, automations, and content hubs are key to designing modern, impactful donor journeys.