Things to think about before setting up a supporter journey
Journeys are used to guide supporters through a personalised and meaningful experience with your organisation. They help nurture relationships by delivering the right messages at the right time—whether welcoming new donors, re-engaging lapsed supporters, or encouraging repeat giving. By structuring communication in this way, donor journeys improve engagement, build trust, and ultimately increase long-term support and fundraising success.
Below are some guidelines to think about before creating a journey. Always remember a good supporter journey is: Targeted + Timely + Personal + Measurable
Define Your Goal - Be clear on what you want the journey to achieve:
Welcome new donors
Increase repeat giving
Reactivate lapsed donors
Upgrade donor value
Know Your Audience -Different donors need different experiences:
New Welcome
Lapsed
First-Time Gift
Major Donors
Map Out the Journey Flow - Plan the sequence of communications:
What is the first touchpoint?
What follows next?
How long between messages?
Personalisation - Make communication feel relevant:
Use donor name
Reference past giving
Mention specific campaigns
Triggers & Automation Rules - Define what starts and moves the journey:
Donation made
No activity for X months
Campaign response
Exit - Decide when someone leaves the journey:
Makes another donation
Completes the intended action
Moves into a different segment