When asked about their donor-centric initiatives, too frequently I hear nonprofit fundraisers lay out the extensive work they are doing on donor data integration or new fundraising software they've purchased, or massive organizational restructuring they're executing to align their teams around the donor.
And then I ask, "How is the donor journey optimization coming?"
And like a driver who realizes they just cruised through a stop sign, a panicked look, and halting stammering ensues.
Somehow our industry got teased into believing that software, data integration, org restructuring, and new performance metrics will deliver a better donor experience. And that giving revenue will go up - somehow... magically.
It turns out those pieces - the software, data integration, etc. - are the enablers. Over time, working on these makes it possible to improve the donor experience.
The direct path to value - to generating more fundraising revenue more quickly - is via the donor journey.