A supporter journey in the charity sector refers to a person’s interactions with an organisation over time, from their initial awareness of the organisation to their decision to support the organisation through donations or other means. Understanding supporter journeys can help organisations understand what motivates people to support them and how to effectively communicate with them, which is an important part of building and maintaining relationships with supporters.
A supporter’s journey can be influenced by a variety of factors, including their personal values, interests, and motivations for supporting the organisation. Some typical stages of a supporter’s journey may include:
- The first stage of the journey occurs when a person becomes aware of the organisation and its mission. This can occur via a variety of channels, including social media, advertising, and word of mouth.
- Interest: At this point, the individual is interested in the organisation and what it does, and may begin to learn more about its work and impact.
- Consideration: At this point, the individual begins to consider whether or not they want to support the organisation and may begin to look for more information on how to get involved.
- At this stage, the person takes some action to help the organisation, such as donating money or volunteering their time.
- Loyalty: The individual becomes a loyal supporter of the organisation over time and may continue to engage with it through donations, volunteering, or other means.
Understanding supporter journeys can help organisations understand what motivates people to support them and how to effectively communicate with them. Organizations can create targeted campaigns and messaging that engage and retain supporters by understanding the different stages of the journey.