This week, I began work to assess the ‘donor journeys’ of library supporters with the goal of creating a plan for increased donor engagement. It is a complex process to consider all of the different donors who invest in the library and understand their personal motivations for supporting our mission. Equally challenging is the process of identifying the foundation’s capacity for upholding various donor stewardship options. The intersections of this capacity and donors’ interests is where I am hoping to implement key touch points for connecting donors with the library. All of these touch points will accumulate to define a single, cohesive donor journey.  

I have been thinking a lot about this concept of a donor journey and the utility of documenting stewardship in this way. For nonprofits with strained resources, this sort of strategic planning may not be high on the priority list. Fortunately, I am able to provide some added capacity to the library this summer, and this sort of analysis and strategic thinking will allow me to make a real impact on future fundraising goals. The team at the library already connects with donors in thoughtful and systematic ways, but I hope my fresh perspective will enable me to recognize opportunities for improvement.

It is hard to know exactly what experience or form of communication resonates with a donor and convinces them to give for the first time. Yet, knowing this piece of information can tell us a lot about what other outreach might lead them to give again, or again and again and again! These are the insights I am working to identify so that we might better share the library’s story and improve how we communicate donor impact. Because if donors see what their gifts do for our community, I know they will want to continue their support. A strategic donor journey plan will help us convey this impact.

Till next week,

Amy