The Donor Journey Guidebook - 2022

The Donor
Journey Guidebook
Map your donor journey.
The Donor Journey Guidebook
Instructions
Your donors are on a journey. Just like a guided hike up a mountain is a different and more satisfying
experience than haphazardly wandering through an unfamiliar forest, a donor journey guided by a
responsive nonprofit is more productive than leaving donors to figure it out.
To plan a meaningful donor journey, you’ll need a map to help guide the way. The templates in this
guidebook will help you clarify your donor personas and plan out your engagements with them.
For more instructions and information, see The Donor Journey.
To create a donor persona:
Donor personas help you “put a face” on your donor segments. Using data and additional
information like donor conversations and staff interviews, create a semi-fictitious character that
represents that segment. Think about what this person:
1. Hears: What kind of messages catch their attention?

2. Says: What’s important for them to communicate to others? How do they describe
themselves?
3. Thinks: What’s top-of-mind for them? What are their opinions about your cause or
organization?
4. Feels: How do they feel about your cause? How do they feel about their involvement? How
do they feel in general?
5. Does: What actions are they most likely to take?
To create a donor journey map:
1. Choose a persona. Who is making this journey?

2. Decide on a starting point, like first-time email subscription, or making a first gift.
3. Choose your engagement points and messages. (The template suggests five, but you can
decide what number is right for your organization).
4. Decide on delays. How much time will you wait between engagements?
5. Activate. Put your map into action, start guiding your donors on their journey.
Page 2
Sample Donor Persona
The Disconnected Donor
Hears Says
“This survey takes 2 minutes,” “Making new friends is a challenge.”
“This video will be the best “I wish I could be more involved,

5 minutes of your day.” but I’m so busy.”
Does
Quick actions via smartphone
Short informal events
Single-instance volunteer
opportunities
Thinks Feels
“That cause is important.” Warm feelings of connection to
organization, motivated to help,
“I have good memories of
that organization.” overwhelmed by schedule.
Page 3
Sample Donor Journey Map
First-Time Donor
Initiate When: Donor makes a gift for the first time
Engagement 1: Automatic thank you

Message: Thanks and celebration
Channel: Email
Engagement 2: Personal thank you

Message: Thanks again
Channel: Postal
Phone call
Letter
Handwritten card
Delay: 2 Days
Engagement 3: New Donor Welcome

Message: Welcome to being a donor
Channel: Email
Delay: 3 Days
Engagement 4: Connect with Impact

Message: More about the impact of the donation
Channel: Email
Delay: 5 Days
Engagement 5: Offer More Involvement

Message: Educational
Channel: Email
Page 4
Hears Says
Does
Thinks Feels
Page 5
Hears Says
Does
Thinks Feels
Page 6
Hears Says
Does
Thinks Feels
Page 7
Hears Says
Does
Thinks Feels
Page 8
Donor Journey Map Template

Donor Journey Map:
Initiate When:
Engagement 1:
Message:
Channel:
Engagement 2:
Message:
Channel:
Delay: 2 Days
Engagement 3:
Message:
Channel:
Delay:
Engagement 4:
Message:
Channel:
Delay:
Engagement 5:
Message:
Channel:
Page 9

Donor Journey Map:
Initiate When:
Engagement 1:
Message:
Channel:
Engagement 2:
Message:
Channel:
Delay: 2 Days
Engagement 3:
Message:
Channel:
Delay:
Engagement 4:
Message:
Channel:
Delay:
Engagement 5:
Message:
Channel:
Page 10

Donor Journey Map:
Initiate When:
Engagement 1:
Message:
Channel:
Engagement 2:
Message:
Channel:
Delay: 2 Days
Engagement 3:
Message:
Channel:
Delay:
Engagement 4:
Message:
Channel:
Delay:
Engagement 5:
Message:
Channel:
Page 11

Donor Journey Map:
Initiate When:
Engagement 1:
Message:
Channel:
Engagement 2:
Message:
Channel:
Delay: 2 Days
Engagement 3:
Message:
Channel:
Delay:
Engagement 4:
Message:
Channel:
Delay:
Engagement 5:
Message:
Channel:
Page 12

Donor Journey Map:
Initiate When:
Engagement 1:
Message:
Channel:
Engagement 2:
Message:
Channel:
Delay: 2 Days
Engagement 3:
Message:
Channel:
Delay:
Engagement 4:
Message:
Channel:
Delay:
Engagement 5:
Message:
Channel:
Page 13

Donor Journey Map:
Initiate When:
Engagement 1:
Message:
Channel:
Engagement 2:
Message:
Channel:
Delay: 2 Days
Engagement 3:
Message:
Channel:
Delay:
Engagement 4:
Message:
Channel:
Delay:
Engagement 5:
Message:
Channel:
Page 14

Donor Journey Map:
Initiate When:
Engagement 1:
Message:
Channel:
Engagement 2:
Message:
Channel:
Delay: 2 Days
Engagement 3:
Message:
Channel:
Delay:
Engagement 4:
Message:
Channel:
Delay:
Engagement 5:
Message:
Channel:
Page 15

Donor Journey Map:
Initiate When:
Engagement 1:
Message:
Channel:
Engagement 2:
Message:
Channel:
Delay: 2 Days
Engagement 3:
Message:
Channel:
Delay:
Engagement 4:
Message:
Channel:
Delay:
Engagement 5:
Message:
Channel:
Page 16

Donor Journey Map:
Initiate When:
Engagement 1:
Message:
Channel:
Engagement 2:
Message:
Channel:
Delay: 2 Days
Engagement 3:
Message:
Channel:
Delay:
Engagement 4:
Message:
Channel:
Delay:
Engagement 5:
Message:
Channel:
Page 17

Donor Journey Map:
Initiate When:
Engagement 1:
Message:
Channel:
Engagement 2:
Message:
Channel:
Delay: 2 Days
Engagement 3:
Message:
Channel:
Delay:
Engagement 4:
Message:
Channel:
Delay:
Engagement 5:
Message:
Channel:
Page 18

Donor Journey Map:
Initiate When:
Engagement 1:
Message:
Channel:
Engagement 2:
Message:
Channel:
Delay: 2 Days
Engagement 3:
Message:
Channel:
Delay:
Engagement 4:
Message:
Channel:
Delay:
Engagement 5:
Message:
Channel:
Page 19

Donor Journey Map:
Initiate When:
Engagement 1:
Message:
Channel:
Engagement 2:
Message:
Channel:
Delay: 2 Days
Engagement 3:
Message:
Channel:
Delay:
Engagement 4:
Message:
Channel:
Delay:
Engagement 5:
Message:
Channel:
Page 20

Donor Journey Map:
Initiate When:
Engagement 1:
Message:
Channel:
Engagement 2:
Message:
Channel:
Delay: 2 Days
Engagement 3:
Message:
Channel:
Delay:
Engagement 4:
Message:
Channel:
Delay:
Engagement 5:
Message:
Channel:
Page 21

Donor Journey Map:
Initiate When:
Engagement 1:
Message:
Channel:
Engagement 2:
Message:
Channel:
Delay: 2 Days
Engagement 3:
Message:
Channel:
Delay:
Engagement 4:
Message:
Channel:
Delay:
Engagement 5:
Message:
Channel:
Page 22

Donor Journey Map:
Initiate When:
Engagement 1:
Message:
Channel:
Engagement 2:
Message:
Channel:
Delay: 2 Days
Engagement 3:
Message:
Channel:
Delay:
Engagement 4:
Message:
Channel:
Delay:
Engagement 5:
Message:
Channel:
Page 23

Donor Journey Map:
Initiate When:
Engagement 1:
Message:
Channel:
Engagement 2:
Message:
Channel:
Delay: 2 Days
Engagement 3:
Message:
Channel:
Delay:
Engagement 4:
Message:
Channel:
Delay:
Engagement 5:
Message:
Channel:
Page 24

Donor Journey Map:
Initiate When:
Engagement 1:
Message:
Channel:
Engagement 2:
Message:
Channel:
Delay: 2 Days
Engagement 3:
Message:
Channel:
Delay:
Engagement 4:
Message:
Channel:
Delay:
Engagement 5:
Message:
Channel:
Page 25

Donor Journey Map:
Initiate When:
Engagement 1:
Message:
Channel:
Engagement 2:
Message:
Channel:
Delay: 2 Days
Engagement 3:
Message:
Channel:
Delay:
Engagement 4:
Message:
Channel:
Delay:
Engagement 5:
Message:
Channel:
Page 26

Donor Journey Map:
Initiate When:
Engagement 1:
Message:
Channel:
Engagement 2:
Message:
Channel:
Delay: 2 Days
Engagement 3:
Message:
Channel:
Delay:
Engagement 4:
Message:
Channel:
Delay:
Engagement 5:
Message:
Channel:
Page 27

Donor Journey Map:
Initiate When:
Engagement 1:
Message:
Channel:
Engagement 2:
Message:
Channel:
Delay: 2 Days
Engagement 3:
Message:
Channel:
Delay:
Engagement 4:
Message:
Channel:
Delay:
Engagement 5:
Message:
Channel:
Page 28

Donor Journey Map:
Initiate When:
Engagement 1:
Message:
Channel:
Engagement 2:
Message:
Channel:
Delay: 2 Days
Engagement 3:
Message:
Channel:
Delay:
Engagement 4:
Message:
Channel:
Delay:
Engagement 5:
Message:
Channel:
Page 29
We’re Here to Help
To get help leveraging your CRM data and tools to execute on each touchpoint in the donor journey
maps, talk to our team. We can give you insights on automated workflows, reporting and more!
virtuous.org | (000) 000 - 0000

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The Donor

For more instructions and information, see The Donor Journey.

To create a donor persona:

1. Hears: What kind of messages catch their attention?

To create a donor journey map:

1. Choose a persona. Who is making this journey?

Sample Donor Persona

The Disconnected Donor

“This video will be the best “I wish I could be more involved,

Short informal events

Sample Donor Journey Map

Initiate When: Donor makes a gift for the first time

Engagement 1: Automatic thank you

Engagement 2: Personal thank you

Engagement 3: New Donor Welcome

Engagement 4: Connect with Impact

Engagement 5: Offer More Involvement

Donor Journey Map Template

Donor Journey Map Template

Donor Journey Map Template

Donor Journey Map Template

Donor Journey Map Template

Donor Journey Map Template

Donor Journey Map Template

Donor Journey Map Template

Donor Journey Map Template

Donor Journey Map Template

Donor Journey Map Template

Donor Journey Map Template

Donor Journey Map Template

Donor Journey Map Template

Donor Journey Map Template

Donor Journey Map Template

Donor Journey Map Template

Donor Journey Map Template

Donor Journey Map Template

Donor Journey Map Template

Donor Journey Map Template

virtuous.org | (000) 000 - 0000

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