The concept of a “donor journey” represents the complete path an organization and a donor travel together. In the context of Mega Gifts, this journey begins with your current relationship and continues through to the moment the donor decides to say “Yes” to your proposal. But make no mistake: this journey requires time, trust, and a shared commitment to tackling big problems.
Why a Journey Matters for Mega Gift Success
Mega Gifts aren’t transactions; they’re partnerships. They come to life through co-creation between your organization and the donor. When working on something monumental, it’s crucial to invest the necessary time to build a shared vision, define the objectives, develop a strategy, and create a concrete plan. Each step takes you closer to a collective vision, one that’s meaningful to both the donor and your organization.
What a Donor Journey Entails
The journey itself is built on three essential steps:
- Assess the Current Relationship with Your Donor Partner
Start with an honest, detailed look at where things stand with your donor. Use the frameworks you’ve already established to identify the level of trust, engagement, and alignment in values. This is the foundation upon which everything else is built. - Define the End State
Next, set a clear goal. Think big—what problem do you aim to solve? What resources will it take, and what type of gift might the donor be willing to consider? This vision is the destination you and your donor will work toward together. - Map Out the Journey with Targeted Activities
Between the initial assessment and the end state lies a sequence of intentional “moves.” These activities—whether meetings, collaborative planning sessions, or site visits—are all designed to deepen engagement and make the journey enjoyable, insightful, and rewarding for the donor.
The Journey Timeline
In my experience, reaching the end state with a donor usually takes about a year. Sometimes it’s a bit shorter, sometimes a bit longer, but in all cases, the journey is one of patience and integrity. Mega Gifts require a high degree of confidence and commitment, and it’s our job to ensure the donor feels assured that their contribution will be used thoughtfully and effectively.
How to Apply This Approach Right Now
For those ready to start designing donor journeys, here’s an exercise to begin with your top three donor prospects:
- Create a “Current State Assessment”
For each donor, write a qualitative assessment of your current relationship. This doesn’t need to be polished or perfect; rather, it should capture essential insights. Address the following questions to clarify the donor’s priorities and relationship with your organization:- What urgent societal issues concern the donor most?
- Which problems would they be most passionate about addressing?
- If they could solve just one problem in their lifetime, what would it be?
- What does the donor think your organization does well and should do more of?
- What does the donor think your organization should improve or cut back on?
- Is their engagement and support on an upward or downward trend, and why?
- Envision the End State with a Mock Press Release
Imagine the donor has agreed to the Mega Gift proposal, and draft a mock press release announcing it. This exercise helps you articulate the impact of the gift in concrete terms and visualize the end of the journey with this donor. Describe the problem addressed, the gift’s potential impact, and how it elevates both the organization and the donor’s legacy.
By thoughtfully crafting these journeys, we’re not just facilitating donations; we’re creating meaningful, enduring partnerships that amplify the donor’s impact in the world. That’s what makes the donor journey so powerful—and so worthwhile.
