Dot Think Design
Donor journeys
Four ways in. One cultivation cycle after the gift.
Getting the gift
Never heard of Catalyst, not ready to give.
Lead generation ad
Lead capture page
Gives an email address
Welcome email, instant
Campaign emails and retargeting
Gives at Giving Tuesday or year end
Never heard of Catalyst, asked for a gift straight away.
Offer test ad, head or heart
Acquisition page
Gives
Cultivation begins
On the email list, has never given.
Prospect campaign email
Conversion page
Gives
Cultivation begins
Gave before, nothing in 14 months or more.
Donor campaign email
Conversion page
Gives
Cultivation begins
Cultivating the donor
The first gift is the beginning. Everything after it follows one cycle, and the order is not negotiable. You thank before you report, and you report before you ask again.
The campaign page and the email that sent them there.
Three times, before any second ask.
What their money actually did. This earns the next ask.
Monthly giving, then Giving Tuesday and year end.
What that looks like
| When | Touchpoint | Automated or human |
|---|---|---|
| Instant | Tax receipt | Automated |
| 48 hours | Personal thank you. A call or letter from Marc above the gift threshold. | Human |
| Week 1 | Welcome, with a short video from Marc | Automated |
| Week 2 | Impact. What this specific gift paid for. | Automated |
| Week 3 | Handwritten note | Human |
| Week 4 | Monthly giving ask | Automated |
| Week 5 | Field update | Automated |
Triggered by a nightly tag in Salesforce. It has to be live on launch day, because the first gift arrives that morning.
Two decisions
The gift threshold. Above it, Marc calls or writes. Below it, the series carries the relationship. The strategy deck floated $500 or $1,000 and left it open.
Lapsed donors. The deck says they repeat the welcome series, but defines nothing before that. Today they get the same email as everyone else. A donor who gave two years ago and stopped is not a stranger, and the message should not treat them like one.
