The Donor Journey. Reach. Acquire. Retain. Engage.

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Fundraising is necessary but challenging work. Recent years have seen it grow more challenging in several ways. The percentage of Australians donating to nonprofits has been in decline for a decade, and last year’s combination of disasters — from a catastrophic bushfire season to COVID-19 pandemic conditions — have caused significant upheaval in Australian lives, which necessarily impacted the sector.

The donor journey isn’t always a linear one. Donors can move between stages for different reasons — finances, living situations, interests, preferences. However, it can be a useful model in considering specific tactics for managing your supporters. This paper has divided the donor journey into four distinct phases, based on the goal of the non-profit during each one: Reach, Acquire, Retain and Engage.

About the Author

Hanzel Nillo is DCA’s Partner and Customer Engagement Lead, working with fundraisers of all sizes to drive success through data. With over a decade of expertise, Hanzel’s holistic understanding of the industry landscape gives him a unique insight into the data-driven challenges fundraisers are facing and how to overcome them.

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