Every donor leaves a trail in your systems. Act on it before the next appeal.
A first gift, and nothing since. A monthly gift that failed because the card expired. A donation form opened to the amount step and never submitted. A sponsorship in its eleventh month. Most charities record these in the donor CRM, the payment gateway and the website, and read them at the next mailing. Here each one starts a journey on the channel the donor answers, checks your donor system first, and stops the moment they give.
The moments that matter.
Each one is a moment the platform can act on. Here is what it does.
- 01Segment entry
A first gift, and no second gift in ninety days.
The donor enters a segment you defined. A Story shows what the first gift did, page by page, and one ask follows on the channel they answer. A gift stops the journey.
- 02Your gateway reports it
A monthly gift that failed because the card expired.
Your payment gateway reports the failure. One WhatsApp carries the update-card link, the retry runs from your system, and the journey stops when the gift collects. SMS, then a call, if it does not.
- 03Session rule
A donation form opened to the amount step, never submitted.
A session rule sends one WhatsApp with a link back to the amount step and the closing date your appeal holds, and stops when they give.
- 04Wait until date
A pledge made at the dinner, still unpaid after thirty days.
The journey waits thirty days from the pledge date your CRM holds, sends the pay link, and escalates by channel until your CRM says paid.
- 05Wait until date, local time
A donor who gave last Ramadan, and nothing yet this year.
The journey waits until the date on your calendar, sends one message at a sensible hour in the donor's own time zone, and stops the moment they give.
- 06Your donor system confirms
A sponsorship in its eleventh month.
Your donor system confirms the sponsorship is active and renewal is open, and one WhatsApp offers it with a tap, after a Story of the year.
- 07Story completed
An appeal read to the end, and no gift.
Reading to the end is an event. The donor enters the segment for that cause, and the next ask waits for the next signal, not the next mailing.
- 08Volunteer answers
A volunteer shift booked for tomorrow.
One WhatsApp with Confirm or Cannot make it. A cancellation frees the slot to the waitlist the same hour; silence gets one SMS at the hour you set.
- 09Written back
A cash grant ready for collection at the distribution point.
One SMS tells the beneficiary the grant is ready, with a collection code. The code is checked at the point and the pickup is written back to your programme system.
Signals from four places, one donor record.
Your donor CRM and payment gateway send the gift received, the gift that failed, the pledge and the sponsorship month by API. The website and the app send what donors do on the appeal page and the donation form, and the session itself. The receipts you already send become events. Every reply, tap, poll answer and form comes back to the same record, whether it came from a donor, a volunteer or a beneficiary.
Your receipts are already behaviour data.
A template declares which of its fields count as an event. The receipt you send today becomes a gift-received event with the amount, the appeal and the gift type, with no SDK and no release. Behaviour history starts on day one, from the thank-yous you already send.
Catch the donor who is leaving quietly.
Nobody cancels. The second gift never comes, the monthly amount is not raised, the appeal emails stop being opened, the card expires and the retry fails. Segments on your own definitions catch each one, RFM scores gifts on the windows you set, and entering a segment starts a journey. A Story of what the last gift did, then one ask, on their channel.
Ask for the monthly gift after the third one-off.
A third one-off gift in twelve months starts the journey. It asks your donor system whether the donor is already monthly and what the last three amounts were, and only then sends one WhatsApp with Make it monthly or Not now. A tap goes to your payment system to set it up. No phone campaign, no ask sent to someone who already gives every month.
Ask for the next gift on the signal, not the mailing calendar.
A sponsorship in its eleventh month is a renewal. A donor who gave last Ramadan and nothing this year is the Zakat appeal. A gift above the line you set is a call from a person, not a template. Each signal checks your donor system for what is already in place, then sends one ask on the channel they answer. If they do not act, the journey ends. Nobody gets the same ask twice.
Finish the donation that stopped at the amount step.
The appeal read, the amount chosen, the payment never started, the session over. A session rule sends one WhatsApp with a link back to that step and the closing date your appeal holds. Consent checked first, one reminder before the appeal closes, and the journey stops the moment they give.
See where the appeal and the form lose people.
The tracker and the SDK capture what donors do on the appeal page, in the donation form and in the app. Funnels show where the appeal, the amount step and the payment stop. A session rule turns what did not happen into a trigger: an appeal read and no gift started, a receipt read and no second gift. Ask the question in plain language and get the answer this session, not a ticket to the agency.
Show what the gift did with a Story you can measure.
A thank-you email says one thing and reports one open. A Story in your app, on your own domain or inside the receipt walks the donor through what the gift did, page by page: the well drilled, the classroom roofed, the clinic staffed, then a poll on what the next appeal should fund and a button to make it monthly. It reports views, completion, the drop between pages, poll answers and form submissions. The impact report, the Ramadan appeal, the sponsorship year: built in the builder, withdrawn in one action, no release.
Turn one donor into a fundraiser.
A donor who finished the impact Story is offered a fundraising page of their own, with a link to share. Every gift through that link is credited to them on the record and to the appeal it came from, so the person who brought ten friends is known, thanked and asked differently from the person who gave once.
Donors, volunteers and beneficiaries, separately.
Consent per channel, per contact, with secondary identifiers, so a donor's WhatsApp, a volunteer's app and a beneficiary's feature phone are three relationships, each correctly addressed. The appeal goes to donors who said yes, the shift reminder to volunteers, the collection notice to the beneficiary by SMS, and each journey checks consent before it sends.
Ask on the dates that matter, in the donor's own time.
A Ramadan journey waits until the date on your calendar, a matching-gift journey until the deadline your partner set, an anniversary journey until a year from the first gift your CRM holds. Each sends once, at a sensible hour in every time zone your donors live in, and stops the moment they give.
Collect the pledge, confirm the pickup, keep the answer.
Send the pay link on WhatsApp, escalate to SMS, then call and capture the keypad answer and branch on it. A branch per response, a deadline per branch, a path for silence, and the answer written back to your CRM. The same shape tells a beneficiary the grant is ready and confirms the collection with a code checked at the point.
Beneficiary data that stays where the law puts it.
Donor and beneficiary records in their own databases. A dedicated or in-country installation with high-availability pairs and a separate disaster-recovery site, for the organisation whose programme data cannot leave the country it was collected in.
A journey you could ship in the pilot.
Third one-off gift in twelve months (your donor system) → already monthly? your donor system → WhatsApp: Make it monthly / Not now → tap: your payment system sets it up → thank you with the first collection date → no tap: silence.
Playbooks you can configure.
Ten journeys a charity can configure, from the monthly gift after the third one-off to the grant confirmed at the collection point, each drawn as it runs in the builder.
- 01Ask for the monthly gift after the third one-off.
- 02Recover the monthly gift that failed.
- 03Finish the donation that stopped at the amount step.
- 04Ask for the second gift before the first is forgotten.
- 05Bring back last Ramadan's donor before this Ramadan.
- 06Collect the pledge from the dinner.
- 07Renew the sponsorship in month eleven.
- 08Fill tomorrow's volunteer shift.
- 09Tell the beneficiary the grant is ready, and confirm the pickup.
- 10Report the appeal with a Story, and learn what to fund next.
These are configurations you build in the pilot, not documented deployments.