Step 1: Engage
The potential donor becomes emotionally engaged with the charity. This can occur offline (for example, through a television advert) or online (through case studies).
Step 2: Nudge
The donor is tipped over into actually deciding to make a donation. This typially occurs on the "Donate" landing page and is supported by a range of subtle features, such as suggested amounts, imagery and wording.
Step 3: Support
This refers to the support that the donor needs while stepping through the donation process. If this process is designed well and reflects user expectations, it will feel shorter, more intuitive and 'right'.
Step 4: Reward
Having completed the donation, the donor should be rewarded with a positive thank you message and encouragement to engage further.
Step 5: Relate
Once the donor has been rewarded, the aim of every charity should be to discover what type of experience your supporters are expecting. Interaction should feel authentic and meaningful.