When most people think about donor conversions they think about donations. And while that is certainly the end goal, there is a journey that most users take before becoming a donor. This is true especially with digital users, who find and interact with your organization online. Ignoring this journey will essentially take new users with interest in your cause out into an unfamiliar place and leave them alone with no cell phone, map, or GPS. Very few will find their way to becoming donors.
A first donation is a macro conversion, a significant quantifiable action. But most of