MASTERCLASS: How To Journey Map Your Way To A Deeper Donor Relationship, Stronger Organization And A Supporter-Centric Organization – Part 1


This hands-on session is a masterclass on how forward-thinking social impact organisations are using journey mapping to create a more seamless, cross-functional, technology-driven, omni-channel, and improved donor/advocate/supporter journey.

‘Journey’ has become the buzzword du jour, but what does it really mean? Haven’t we always tried to put donors at the centre of our healthcare fundraising, engagements, and communications?

Here’s a special session where we will work in teams, using post-it notes and walls, to learn how to help your social impact organisation master this key Customer Experience (CX) approach from the commercial world.

We will map donors (and family members) who are Gen Y, Gen X, Boomers, and Matures. Our work will be deeply informed by multi-country, multi-year fundraising case studies from Greenpeace, MSF, and many other organisations. Michael will show what has happened to organisations that have used this powerful technique. Greenpeace has been mapping for over six years, and it has had a profound effect on their organisation.

The concept of the Donor/Constituent Journey is to help your organisation communicate with a pool of supporters using as close to an individual approach as resources allow.

Journey Mapping doesn’t just have a profound impact on your social impact fundraising efforts through structured empathy and improved engagement, but the process itself brings disparate teams closer together to build a cross-functional, donor-centric experience.

Learning outcomes:

You will be able to take back your very own Multi-Step CX Journey Mapping Kit and immediately apply it to your social impact organisation, improving your internal cooperation, communications, technology, engagement, and donor-centricity.

You will also be given six one-of-a-kind case study background documents for download.

Who should attend:

  • Any volunteer, staff person or senior leader in a social impact organisation.
  • Journey Mapping can be used for any situation e.g. internal staff experience, advocate experience, volunteer experience, donor experience, etc.

Suggested level of audience:

  • The masterclass is for everyone – from beginner level to advanced.

Leading and managing Rethinking strategy
Location: Date: 11 October 2023 Time: 13:00 - 14:30 Michael Johnston
hjc (CA)