Media Trends
Working in Christian media, we’re constantly reminded that a donor’s journey usually begins long before the appeal is made.
In fact, it’s widely accepted that donors often need between seven and 12 interactions with an organization before they make a donation.
Many supporters give only after experiencing multiple touchpoints, through broadcasts, stories, social posts, and other moments that build trust over time.
Why It Matters
It’s easy to credit the final ask (the letter, email, button, donation page, etc.), but the real work often happened much earlier in the giving cycle.
Every broadcast segment, interview, testimony, article, or post is part of a larger journey. These touchpoints help people move from awareness to trust, and, eventually, to support.
Organizations that recognize this tend to think less about isolated appeals and more about a holistic approach to communication, creating consistent opportunities to connect.
Next Steps
Consider mapping the journey your supporters experience.
Ask questions such as:
- What are the touchpoints someone has or can have with our ministry?
- How do we build trust over time?
- How are we creating intentional paths from awareness to connection to giving?
When organizations think this way, fundraising stops being a single moment and transforms into a meaningful relationship built over time.
How does your organization nurture supporters between appeals? We’d love to hear what’s working for you.
Jonathan Andrews
Director of Media | jonathan@eaglecom.ca