CDE project 5 sec­tion 6: appendices

Written by
The Commission on the Donor Experience
April 22, 2017

Appendix 1: Research sources

1. Relationship Fundraising: A donor-based approach to the business of raising money by Ken Burnett

2. How are you managing the donor journey? by Tony Elischer – 101 Fundraising.

3. The Donor Journey Pocket Guide by Rogare

4. How to love your donors (to death) by Stephen Pidgeon

5. Relationship Fundraising Volumes 1 to 4, Rogare

6. The Supporter Journey – myth or reality? Think Consulting Solutions 

7. The User’s Journey by Donna Lichaw

Additional context and background

Recommended further reading:

Appendix 2: Methodology

The project recruited a group of fundraisers from within the enthusiasts to determine the scope of the project, carry out the mystery shopping, design the questionnaire and liaise with participating charities. The group has also reviewed the final report.

Rachel Hunnybun, Donor Voice

Steff de Simone, Care2

Hayley Lloyd, Practical Action

Gabi Field, St Catherine’s Hospice

Jennie Sullivan, Great Ormond Street Hospital

Lily Davies, Chickenshed

Nine charities completed our questionnaire about the supporter journeys that they have developed. The questions asked can be seen in the VSO case study example above.

Prostate Cancer UK


Practical Action



Four charities wished to remain anonymous

We spoke with Jen Love from Agents of Good and Ontario Nature in Canada via Skype, and they shared their experience of developing a supporter journey.

We also received a case study from Murat Ismail from King’s College London and King’s Health Partners, as well as an article from Ellen Janssens from the Dutch Heart Foundation 

Click on the image below to see project 5 in full - PDF format

About the author: The Commission on the Donor Experience

The CDE has one simple ideal – to place donors at the heart of fundraising. The aim of the CDE is to support the transformation of fundraising, to change the culture to a truly consistent donor-based approach to raising money. It is based on evidence drawn from first hand insight of best practice. By identifying best practice and capturing examples, we will enable these to be shared and brought into common use.

Related case studies or articles

CDE project 5 summary: the supporter’s journey

This project will define the process and seek to be helpful to fundraisers wishing to offer their donors a truly satisfying, rewarding long-term experience.

Read more

CDE project 5 section 1: the approach

We have to become better at telling the donors a story over the course of the supporter journey, and not just throwing random bits of information at them.

Read more

CDE project 5 section 2: putting the principles and actions into practice

We have been able to pull out some principles from responses to our survey of the charities that have shared information with us regarding their supporter journeys. 

Read more

CDE project 5 section 3: case study on Practial Action

Introducing a non-ask piece in the welcome journey for cash supporters.

Read more

CDE project 5 section 3: case study on Ontario Nature

As fundraisers, we must remember that our biggest champions and advocates are our staff and volunteers, and we need to have as many voices as possible sharing their knowledge and passion with other people.

Read more

CDE project 5 section 3: case study on Volunteer Service Organisation

Volunteer View is VSO’s main programme for recruiting regular givers. 

Read more

CDE project 5 section 4: King's College London and King's Health Partners supporter journey

The aim of the King's College London and King's Health Partners' supporter journey project was to look at how the F&SD department could become more ‘supporter-centric’ in order to maximise consideration and conversion as cost effectively as possible.

Read more

CDE project 5 section 5: from donor journeys to supporter journeys

Ellen Janssens of Dutch Heart Foundation believes in 5 years we will have integrated teams, responsible for specific combinations of non-profit activities and donor segments, instead of separate departments separated by their specific tasks.

Read more