Donor journeys have become the new foundation of fundraising strategy. 71% of nonprofits now map donor journeys, and fewer than 10% rely on personas alone.
The shift isn't about abandoning personas entirely. It's about supplementing them with something more dynamic. Organizations increasingly see both working hand in hand: personas tell you who your donors are, while journeys map how they experience your organization over time.
Why it matters
In the past, donor communications were largely transactional. Today, the most successful organizations are designing intentional paths through the giving experience. They're mapping every touchpoint, identifying friction points, and building moments of gratitude and connection into the supporter lifecycle.
The impact is measurable. Organizations using donor journeys alongside behavioral science report higher recurring giving conversions and stronger donor retention. When you understand both who your donors are and where they are in their relationship with your organization, you can deliver the right message at the right moment instead of blasting everyone with the same appeal.
Do this
Start by mapping your current donor experience from first website visit through second gift. Use your existing personas to understand donor motivations, then layer in journey mapping to identify the gaps where supporters might feel forgotten or confused. Build intentional touchpoints that reduce effort, express gratitude, and reinforce donor identity as partners in your mission.