Developed trail
Starting Donor
When someone chooses to give, we create a path for the relationship to grow.
Stage 1 of 7
Purpose
Why are we doing this?
We welcome a first-time or returning donor into one relationship journey that can grow naturally toward sustained partnership.
Gratitude → Belonging → Understanding → Participation → Confidence → Commitment
Stage 2 of 7
Message
What are we saying?
First we help the donor feel thanked, welcomed, and understood. As trust grows, we invite participation and sustained partnership.
Stage 3 of 7
People
Who is this for, right now?
| Relationship state | What it means |
|---|---|
| Starting Donor | First gift or first gift after 24+ months |
| Sustaining Donor | Active recurring commitment |
Two relationship states. One donor journey.
Stage 4 of 7
Delivery
How and where does it reach them?
Use the A New Donor’s Relationship Journey with all ten touchpoints, the responsive branches, and the recurring-giving destination.
Stage 5 of 7
Reaction
What did they do?
What the donor does helps us understand whether the planned path still fits.
| What happened | What it tells us |
|---|---|
| Second gift | The relationship is continuing |
| Recurring gift | Sustained commitment has begun |
| Reply or personal contact | A conversation is invited |
| Meaningful interest | Something matters to this person |
| Preference or opt-out | How the person wants to hear from us |
| No meaningful reaction | Continue normally |
Routine opens and ordinary clicks normally help us Learn.
Stage 6 of 7
Next Action
What do we do next?
When something meaningful happens, we adapt the same relationship journey.
| What happened | What happens next |
|---|---|
| Second gift | Special acknowledgment → continue the journey appropriately |
| Recurring gift | Recognize Sustaining Donor → keep what still fits → suppress what no longer fits → personalize future communication |
| Reply, interest, or preference | Make the right response → adjust what follows |
A Task is used only when someone needs accountable human follow-through.
Recurring giving changes how we care for the person; it does not start another communication journey.
Stage 7 of 7
Learn
What do we carry forward?
We watch:
continued giving • recurring commitments • retention • conversations • interests • preferences • meaningful changes • founder contact
We learn whether donors are moving naturally toward sustained partnership and remaining meaningfully connected.
Relational Takeaway
We welcome people into relationship, help that relationship grow toward sustained partnership, and let recurring commitment change how we care for the person—not send them into another communication journey.