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How to plan a consistent stewardship journey using RACE

Build an integrated marketing journey to stay connected

Build an integrated marketing journey to stay connected

You never know when you first connect with your supporters. It could be when they first heard about you from a friend you helped, or from a workmate fundraising for you. It could be the spare change they donated at their local supermarket, or a new steps challenge you created.

There’s plenty of ways to connect, but if you don’t stay connected you risk losing that all important relationship. And that’s where having a fully integrated marketing approach comes in.

How to build an integrated marketing journey for your charity

Smart Insights, a digital marketing training platform, has an easy model to help you stay connected throughout the stewardship journey.

The model is called (P)RACE: Plan, Reach, Act, Convert, and Engage. Here’s a few examples to get you started.

Plan: What do you want your supporters to do?

Reach: How does your supporter hear about you?

Act: How does your supporter interact with you?

Convert: How does your supporter donate or fundraise for you?

Engage: How does your supporter hear from you whilst they’re fundraising?

Ideally you’d keep your fundraiser or donor interested so they’d donate or fundraise again, or even become an ambassador, volunteer or trustee for your cause. Plus you can reach your supporters in a variety of channels, from social media, email, search and more.

Work out your strengths and opportunities

You don’t need to have all the touchpoints, but the main goal is to work towards having something at every stage of your supporter’s journey with you. Work with your team to find out what works for you, what your strengths are, and where you have an opportunity to try something new.

You could try the SWOT framework like this – try it for your charity overall and your touchpoints:

StrengthsWeaknesses
Existing supporter baseSmall team
Monthly supporter newsletterNo differentiation between supporter emails
OpportunitiesThreats
New virtual challengesWell known charity events
Repurposing existing events to be localUncertainty around face to face events

Get started with RACE

Map out these stages and how they work for your charity.

Plan: What do you want your supporters to do?

Reach: How does your supporter hear about you?

Act: How does your supporter interact with you?

Convert: How does your supporter donate or fundraise for you?

Engage: How does your supporter hear from you whilst they’re fundraising?

Key Takeaways

Want to dive deeper?

Download 'The secrets of a successful digital fundraising campaign', which includes where you can get help with your digital campaign and 50% off a Smart Insights membership.

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