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An introduction to Donor Journeys

Donor Journeys with Automations combined provide Moves and Portfolio Management functionality

A donor journey is an automated, stepwise communication path that moves a donor through various stages e.g. initial interest to deeper engagement (e.g., first gift, recurring support, advocacy). The application lets you define who enters the journey, what they experience (emails, tasks, reminders), when those actions occur, and how progress is measured.

Key Concepts

Audience Segment: Dynamic or static set of donors eligible to enter.

Entry Criteria: Logical rules (e.g., FirstGiftDate is null AND EmailOptIn = true).

Triggers: Events (gift received, status change) that advance or branch the journey.

Touchpoints: Messages (email/SMS), tasks (call, handwritten note), or wait steps.

Filters: Conditional paths based on donor attributes or behavior.

Exit Rules: Conditions removing a donor from the journey or auto-progressing them to the next stage.

Journey Creation Workflow

  1. Create Journey Shell
    • Navigate to Journeys > New Journey.
    • Name clearly (e.g., New Donor Onboarding v1) and add a concise objective.
  2. Map Stages (Draft the Flow)
    • Stage 1: Welcome -> Stage 2: Education -> Stage 3: First Gift Nurture -> Stage 4: Conversion / Follow-up.
    • Use a canvas to drag: Entry → Touchpoint → Wait → Decision → Touchpoint → Exit.
  3. Add Touchpoints / Sequences
    • Email: Select template, set subject personalization (e.g., ).
    • Task: Assign to Owner (Gift Officer, Stewardship Coordinator).
    • SMS (if enabled): Keep under character limits; include opt-out footer if required.
  4. Configure Wait Steps
  5. Apply Filter Conditions
    • Example: If GiftAmount >= 100 → High Value Branch (send gratitude call task). Else continue standard path.

 

Testing (Pre-Launch)

  • Draft Mode: Run test cohort (internal seed emails).
  • Simulate timeline: Validate waits, decisions, branching metrics.
  • Data Edge Cases: Missing email, bounced addresses, high-value donors.

Activate

  • Set Launch Date/Time (respect sender reputation windows).
  • Confirm version freeze (lock templates if system supports versioning).
  • Enable monitoring alerts (error rate, delivery failures).

Summary

Setting up a donor journey involves precise audience targeting, structured sequencing, responsive branching, and continuous data-informed refinement. Treat the initial launch as Version 1; monitor, iterate, and maintain governance rigor to maximize donor lifetime value and stewardship quality.