Explore

Marketing Plan

Donor Value Journey

Commonly known as a marketing funnel, the donor value journey helps us visualize and understand the communications path we'll be sending people through during this event.

People will reach your website and marketing channels in different stages of their donor value journey and therefore their willingness to commit to donating is different. That’s why each stage of the donor value journey requires different types of content - from educational and comparisons to social proof and giveaways.

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Donor Value Journey

Donor Value Journey

Objective

Journey Phase

Steps

Donor Touchpoints

Content Suggestions

Seeing an ad

Google search

Link from another source

online ad

news outlet

Educational Posts

How to Videos

Entertaining video

Tutorials

Social Media Posts

Instagram Reels

Follow on social

Like/comment/engage on a post

follows page

engages with content

Engagement and attention grabbing content

Signs up to receive emails

Lead-gen strategy and campaign

Clicks on link

Welcome / nurture series

Receives value from the exchange

Personalized welcome email

Attends event

Becomes monthly donor

Takes a training

Volunteers

Donate

Testimonials

Success Stories

Educational Content

Shares social media posts, forwards emails

Signs petition

Reaches out to organization to show support or get involved

Donor or sponsor shoutout on social

Personal phone call from team member

Thank you note

Fundraises for organization

Tells friends and family about organization

Monthly giving ask

Peer-to-peer fundraising campaign

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Count

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Journey Phase

Journey Phase

Journey Phase

Advocate

Ascend

Aware

Engage

Exchange

Excite

Promote

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Objective

Objective

Objective

Awareness

Consideration

Conversion

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