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Children of Uganda Campaign Strategy
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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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Stakeholder Value Journey.png
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Donor Value Journey
Objective
Journey Phase
Steps
Donor Touchpoints
Content Suggestions
1
Awareness
Aware
Seeing an ad
Google search
Link from another source
online ad
search
news outlet
Educational Posts
How to Videos
Entertaining video
Tutorials
Social Media Posts
Instagram Reels
2
Awareness
Engage
Follow on social
Like/comment/engage on a post
follows page
engages with content
Engagement and attention grabbing content
3
Consideration
Subscribe
Signs up to receive emails
​
Lead-gen strategy and campaign
4
Consideration
Exchange
Clicks on link
​
Welcome / nurture series
5
Consideration
Excite
Receives value from the exchange
​
Personalized welcome email
6
Conversion
Ascend
Attends event
Becomes monthly donor
Takes a training
Volunteers
Donate
​
Testimonials
Success Stories
Educational Content
7
Conversion
Advocate
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
8
Conversion
Promote
Fundraises for organization
Tells friends and family about organization
​
Monthly giving ask
Peer-to-peer fundraising campaign
There are no rows in this table
8
Count
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Journey Phase
Journey Phase
1
Advocate
2
Ascend
3
Aware
4
Engage
5
Exchange
6
Excite
7
Promote
8
Subscribe
There are no rows in this table
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Objective
Objective
1
Awareness
2
Consideration
3
Conversion
There are no rows in this table
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