While working on my book on annual giving analytics, I read a lot from Marketing Sherpa [see an excellent article here:] This brilliant collection of intelligence on marketing introduced me to the concept of the Customer Journey, and led me to study the Donor Journey.
The Donor Journey differs from the Customer Journey in one fundamental way: The Customer Journey maps a prospective customer’s movements around a website and whether he buys something. The Donor Journey is the entire relationship from engagement through to planned giving -- with a lot of emphasis on communication and responsiveness. Understanding what moves someone forward or backward in a relationship is the core emphasis for both mapping projects. This blog post expounds on a section of our recent Water Cooler chat.
Marianne Pelletier has more than 30 years of experience in fundraising, with the majority in prospect research and prospecting.
Greg Duke helps Raiser’s Edge clients to optimize their database by implementing data clean-up techniques and creating reporting structures, including dashboards and SQL queries. He also facilitates data imports into Raiser’s Edge and database administration.