Most nonprofits don’t think of their donors as “leads” the way that businesses do. They aim to treat their donors with care and respect, and reflect that in their donor journey. Unfortunately, that can get muddled in the execution. The moment you apply a traditional sales funnel approach to donor engagement, it can start to feel like they are “leads”.
Your donors feel it too.
If your fundraising strategy only kicks in when you need money, or your thank you process ends at an automated receipt, you’re missing opportunities to build real relationships—the kind that inspire long-term giving, monthly support, and meaningful advocacy.
Donors are people with feelings, hopes, and dreams, just like the clients you’re serving. They want to feel connected to your cause, and like their donation truly makes a difference. In this article, I’ll explore how to reimagine the donor journey so it actually feels like a journey, rather than a sales transaction.
What is a donor journey?
A donor journey is the path someone takes from discovering your organization to becoming a consistent, long-term supporter. This includes every touchpoint along the way: emails, social media posts, in-person events, thank you notes, and everything in between.
Where a traditional sales funnel moves people through rigid stages of awareness, interest, decision, and action, a donor journey should feel like an ongoing relationship rooted in trust and shared values. Donating to a cause you care about is different from purchasing a pair of shoes, and donors want to feel that. They want to know the impact that their donation has and build a relationship with their cause.
What nonprofits get wrong about donor engagement
In my work with small nonprofit teams, I’ve seen a few patterns crop up again and again:
Only communicating when there’s a fundraising deadline
For many small teams, outreach happens in bursts: a big campaign, a year-end push, or an emergency appeal. And I know, you can’t always help it. Most small nonprofits are thinking in a very linear way, only solving the “problems” as they come up in front of them. They know the expectations around increasing donations around certain times of year, or for certain campaigns, and that’s what they focus on, rather than an ongoing strategy.
The trouble is, if the only time your donors hear from you is when you’re asking for money, the relationship starts to feel one-sided. It starts to feel a lot like, “We need something from you,” instead of, “We want you to be part of this ongoing story.”
Even just quarterly updates or a consistent monthly email with stories, photos, or small wins can go a long way toward keeping people engaged without the pressure to give every time.
Sending donation receipts but skipping the thank you
Yes, I know, you have to do them to keep the CRA off your back, but a tax receipt is not a thank you. Donors, especially first-time givers, are far more likely to return if they feel genuinely appreciated. That can be intimidating, but it doesn’t require a massive stewardship budget.
Even a short, sincere automated email, a video message from a program participant, or a handwritten note can create a lasting impression and turn a one-time donor into a loyal supporter.
Not offering clear next steps after someone gives
Your donor took action… Now what? Too many donor journeys end with a thank-you email and silence. What if, after donating, they received a follow-up story about the impact of their gift, or an invitation to a community event? Or an opportunity to join your monthly giving program?
The key is to make it easy and natural for donors to go deeper without making them feel like they’re being “upsold”. There are many ways to do this, but what works for your nonprofit may be different than what works for others.
Using copy that’s overly polished, generic, or transactional
Fundraising copy doesn’t have to sound like it came from a corporate campaign. In fact, it shouldn’t. When every email sounds like a template and every post reads like a press release, your donors tend to tune out. Instead, write like a human. Use a warm tone, tell real stories, and talk directly to your donors. Let your personality, passion, and the heart behind your cause come through.
When your donor journey starts and ends with a donation form, it doesn’t leave room for connection. And connection is what inspires people to give again. Fundraising is about building relationships.
What a donor journey should look like
So, now you know what not to do. What about what you should do to build successful donor relationships?
Here’s a simple, human-first version of a donor journey with key stages and strategies for each:
1. Discovery
This is when someone first hears about your work, usually through social media, word of mouth, or an event.
At this point, your goal is to make a strong first impression. Use authentic, story-driven content across social media to show impact.
2. Consideration
They’re curious now. They follow your Instagram, read a blog post, or attend a community event.
Now, you need to build trust. Share behind-the-scenes content, introduce your team, and show how donations make a difference.
3. First gift
They donate, maybe to a specific campaign, or just because they felt moved.
Celebrate it. Don’t just send a tax receipt. Thank them genuinely, and let them know what their gift supports.
4. Stewardship
This is where many organizations drop the ball. A donor gave—now what?
Stay in touch. Send an email update with a personal impact story, or invite them to a behind-the-scenes tour. A handwritten thank-you note or a donation card signed by a client (for larger donors) goes a long way.
5. Retention & upgrade
Over time, donors may give again—or not.
That’s okay. Don’t make them feel pressured to give every month, but if you make them stick around, they’ll build a relationship with your cause and be more likely to give again in the future. Give them reasons to stay. Offer opportunities for deeper involvement: monthly giving, volunteering, peer fundraising, or simply continuing to see their impact.
Multichannel doesn’t mean complicated
Now, where do you find your donors? Your donor journey doesn’t need to include every possible platform. Stick to a few that your team can manage well, maybe email, social media, and occasional events or meetings for larger donors.
Although many larger donors may not be active on social media, the relationship you build with your younger audience on social media can be valuable, especially if your nonprofit focuses on helping youth, or maybe is an animal-based cause—cute critters dominate social media.
Even if that’s not the case, there are always ways to make platforms work for you. You need to approach each platform with a slightly different strategy to build successful relationships.
It’s not about being everywhere. It’s about showing up consistently in the places that matter.
Final thoughts
A strong donor journey is about making people feel seen, valued, and part of your mission. It’s not a funnel; it’s a relationship.
If you treat your donors like humans, not transactions, they’ll keep showing up for you. The key is consistent, intentional communication.
And if you’re not sure where to start? You don’t have to do it alone. This is exactly the kind of work I love helping nonprofits with.
Vivian Gietz (she/her) is the founder of Melondrop Marketing, a marketing company that helps ethical brands and nonprofits show up online with clarity and heart. Vivian specializes in creating authentic, values-driven content that connects with the right people—whether that’s through compelling donor stories, thoughtful Instagram strategy, or persuasive grant proposals. Visit viviangietz.com or connect with her on LinkedIn.
The views expressed in this article are the author’s alone and do not necessarily represent those of CharityVillage.com or any other individual or entity with whom the authors or website may be affiliated. CharityVillage.com is not liable for any content that may be considered offensive, inappropriate, defamatory, or inaccurate or in breach of third-party rights of privacy, copyright, or trademark.