Common Donor Journeys in Moves Management

Donor Journeys for Moves Management: Practical Scenarios & suggested steps

Below are common moves management use cases and how a donor journey framework operationalizes each. For every scenario: define clear entry, structure intentional staged “moves,” automate responsive branching, and measure conversion velocity (speed) and quality (gift size, retention).

Non-Donor to First Gift (Acquisition Path)

Goal: Move prospects (event attendees, newsletter subscribers, volunteers) to making their first donation.
Length: 3–5 touches over 2–3 weeks.

1. Day 1 – Welcome Email

   • Warm thank you for their interest/involvement.

   • Share your mission in one compelling story.

2. Day 3 – Impact Story Email

   • Show a concrete example of how donations make a difference.

   • Include a soft “join us” ask.

3. Day 7 – Social Proof Email

   • Highlight community of supporters.

   • Testimonials, photos, or donor spotlights.

4. Day 10 – First Ask Email

   • Specific appeal with suggested entry-level amount.

   • Framed around solving one tangible problem.

5. Day 14 – Reminder / Nudge

   • Light urgency (“We’d love you with us by [date]”).

   • Keep warm and encouraging, not pushy.

One-Time Donor to Recurring Donor (Sustainer Path)

Goal: Upgrade one-time donors into monthly donors.
Length: 4–6 touches over 4–6 weeks.

1. Immediately After Gift – Thank You Email

   • Heartfelt thanks, story of immediate impact.

   • No ask here.

2. Week 1 – Impact Follow-up

   • Show results from their gift.

   • Position recurring giving as the best way to keep impact going.

3. Week 2 – Video Message

   • Short video from a beneficiary, staff, or volunteer.

   • Emotional storytelling.

4. Week 3 – Recurring Ask Email

   • “Join our monthly giving circle.”

   • Suggest modest monthly amount (often lower than their one-time gift).

5. Week 5 – Social Proof / Donor Circle Highlight

   • Show perks or recognition for monthly givers.

   • Frame it as joining a special community.

6. Week 6 – Reminder + Incentive

   • If available, offer a match or small perk for joining.

Lapsed Donor Reactivation (We Miss You Path)

Goal: Re-engage donors who haven’t given in 12+ months.
Length: 3–4 touches over 3 weeks.

1. Day 1 – “We Miss You” Email

   • Personal note, gratitude for past support.

   • Remind them of impact they’ve already made.

2. Day 5 – Past Impact Story

   • Highlight what their past gifts enabled.

   • Emotional connection to remind them why they gave.

3. Day 10 – Reactivation Ask

   • Modest suggested gift (“Restart your impact for just $25”).

   • Frame as “coming back to the family.”

4. Day 20 – Final Reminder

   • Friendly nudge, maybe tied to a match or upcoming project.

Mid-Level Donor Cultivation (Upgrade Path)

Goal: Move consistent $250–$500 donors toward $1,000+ giving.
Length: 4–6 touches, mostly personalized.

1. Handwritten Thank You Note

   • Stand out with personal touch.

2. Personalized Impact Report (Email or PDF)

   • Highlight specific program they supported.

3. Phone Call or Virtual Coffee Invite

   • Relationship-building, no ask.

4. Impact Story + Vision Email

   • Share “what’s next” at a bigger-picture level.

5. Personal Ask (Call or Meeting)

   • Invite them to increase support toward a specific project.