Learn how to create a tailored donor journey that fits your donor profile, and capture the data important to your fundraising strategy.
A well designed donor journey can make a difference to the volume, value and frequency of donations given through a Donation Station.
ℹ️ Note: You will need your DSF02 Donor Journey Form now. Work through the following guidance when filling in the form, to create a donor journey that suit your needs.
🔶 Attract Loop
Have you created 3 to 5 designs to catch the eye of passing visitors, that will encourage them to donate?
Tip: These images will be looped as a 'screen-saver' on the Donation Station when the device not in use. Ideal for promoting your key donation messaging and visuals.
If your fundraising environment is a busy event-based one with fundraisers attending to the device, you may wish to disable the Attract Loop to allow for a quick journey.
➡️ Read More: How do I design a good Attract Loop?
🔶Causes Screen
🔸 You can choose up to Three separate 'causes' for people to choose to give to.
🔸 You can also add a fourth: "Other", or specific Cause Four.
🔸 By enabling “Other Cause” this allows donors to select their own cause, or write a message of Thanks.
ℹ️ Keep text under 25 characters for each Cause, to ensure the whole phrase is visible
🔸Do you want different donation values for different causes?
🔸 Do you want Gift Aid for for each cause?
Tip: Encourage support by adding multiple causes to your donor journey, allowing visitors to choose a campaign they are motivated to give to.
This personalization builds trust and allows you to capture data on donor interests, and further tailor their supporter journey after donation.
Use Customer Portal reports to analyse this data, and make informed choices about how to follow up with donors via email marketing.
🔶Donation Amounts Screen
Consider adding a specific heading and subheading: this is another opportunity to add a Call to Action, relevant to your charity or campaign.
If you don't wish to add anything specific, standard messaging will read:
Heading: Your support makes a difference
Sub-heading: How much would you like to donate?
🔸Choose up to three values plus 'other' for accessible giving - donors can choose any amount from £1 upwards on the Pro devices.
🔸If you're unsure, use your average donation as a starting point.
Tip: Adjust donation amounts to maximize contributions.
Offering options can increase donations, and placing the typical suggested amount on the far left encourages supporters to contribute more.
Remember, if after time the values seem misaligned with donor demographics, it's easy to change the values via the customer portal or by contacting our Support Team.
🔶 Transaction Fees
We recommend enabling this for all devices, unless there is a specific reason not to. Our data shows the majority of donors will cover fees for the charity if asked to do so.
This small additional fee is then removed from the running costs of the Donation Station.
Note: Transaction Fees are typically applied to all contactless payments and donations, as banking systems apply a charge for each card transaction made through their systems.
🔶 Gift Aid and Tokenisation
🔸 Do you want to ask donors if they want to add Gift Aid?
🔸 Do you want the Donation Station to ask them to remember their card details, for a quicker donation (with Gift Aid automatically declared) next time?
Tip: The Donation Station simplifies Gift Aid declarations by collecting necessary information at payment, with downloadable reports for easy HMRC submission.
🔶 Email Receipt
🔸 Do you want donors to have this option?
Tip: Adding this feature prompts donors to enter their email after they have donated, for an automatic receipt, which is useful for high-income donors for tax purposes.
Consider adding key information about your charity to the receipt, including a URL link to your charity home page or campaign information, to encourage further giving in future.
🔶 Conversation Starter Questions
Do you want to turn individual donors into regular ones?
Take advantage of the ability to ask questions to your donors and capture further insights about them.
🔸 Is there a clear 'call to action' prompting the donor to make a choice?
🔸 Are messages in plain English (or equivalent in other language)?
🔸 Does the messaging used connect with the charity or cause?
🔸 If two questions used, do they work well together to prompt action, and avoid repetition?
Tip: Remember to phrase your question as an OPT-IN, so affirmative responses will be aligned with GDPR rules, allowing you to use contact details for marketing.
ℹ️ The law around this is changing for charities. We are currently reviewing how this could affect the feature, however in it's current form the feature remains compliant with data usage rules.
🔶 Branding and Design
It's important to choose the most visible colours for your donor journey screen - this means rather than lots of bright tones, we need there to be high contrast between them.
We need your colour choices in HEX codes - please use a colour picker tool to select colours from your website or brand guide.
➡️ Use a colour picker tool https://imagecolorpicker.com/
🔸 Has your charity logo been supplied?
🔸 Are you following your Brand Guidelines (where possible)?
🔸 The Donation Station on-screen text is a fixed font and size, however if extended text phrases are used, the font will automatically shrink to fit.
Warning: when choosing the colour of Text, Buttons, Borders and Background, make sure they contrast sufficiently for visual impairments such as colour blindness, to ensure your Donation Station screen is accessible to all.
⚠️Use a colour checker: https://colourcontrast.cc/
Want to see how your Donor Journey will look?
Contact our Onboarding Team and they will be able to share screenshots for approval.
Call 0114 553 1399 option 2 or email: operations@gwd.team