If you’ve ever Googled ‘donor life cycle’, you may have seen the varied ways people describe the ideal journey a donor might make.
From the first time they engage with your organisation, to regular giving, to leaving a bequest – the process has been called cycles, pyramids and many other words, but the concept is really the same.
Here’s a simple way I like to think about donor engagement. It’s a lot like dating.
- First comes attraction – something about your charity attracts them, a conversation, an ad, a social media post.
- Then comes the first date – they research you, Facebook stalk you if you like, see if there is a fit, check out your website, then they decide if they want to engage. It may start with a social media like, then a donation or they might attend an event.
- You’re now dating – they’re now interested, they may have donated a few times, they may have come to a few events, they tell their friends about you. You know they’ve made a donation, and you respond back to tell them how their money has been spent. They feel good about connecting with you. You provide them with value too – appreciation, tips and tricks, education about a cause they care about.
- You’re now in a long-term relationship – they’re invested in you, they fundraise for you, they donate regularly, they volunteer, they are open to leaving a bequest. You know what they like and don’t like, you thank them often, they are part of your community.
You get the picture. It may sound too simple, but so often we overcomplicate things. The key is – our donors usually fit somewhere in these steps and building and nurturing a relationship with them is one of the best things you can do for your charity.