Donor Journey Mapping
Drive great fundraising outcomes through key donor journeys!
Course level: Advanced
This is a one-day course focused on how fundraising organisations can develop donor journeys for their organisation, focusing on the principles of customer journeys. You will cover the theory of customer journeys and how they can be used to drive great fundraising outcomes; it also provides the opportunity to create your own persona and customer journey for your donors. The course will include the hands-on construction of a donor/customer journey, working in groups to create an assumptive donor/customer journey map in class.
What you will learn
- Why customer journeys have become so important, and why you need to develop them for your donors
- How to run a customer journey project for your donors
- Techniques for understanding your donors/customers and creating the journeys
- How journeys can be used to determine marketing, digital and fundraising strategy.
Who is this course for?
- Fundraising and marketing managers
- Fundraising event organisers
- Bequest / donor managers
- Fundraisers responsible for donor engagement, retention and acquisition
Click here for FIA course terms and conditions
Meet the presenter
Mike Zeederberg is the Managing Director and Founder of Zuni, a marketing strategy consultancy. Mike has worked in digital marketing for 17 years in agencies in London, Singapore and Australia, and his focus is helping clients to ensure marketing channels deliver the best possible business outcomes. He has extensive experience in the Not-for-profit sector, with clients and events ranging from The Sydney to Gong ride for the MS Society and Biggest Morning Tea for the Cancer Council through to Mothers Day Classic for Women in Super.
Zuni regularly works with all sizes of business, including NFP’s to assist them in developing their own digital strategy, using a “supported strategy” model that combines education and training with consulting support to create easily implementable plans for using digital. Clients include The Sheppard Centre, Butterfly Foundation, Camp Quality and the Young and Well CRC.
Mike is also a lecturer on digital strategy at UNSW and USyd in their Masters programs, and guest speaks in AGSM’s MBA program. He developed and has delivered ADMA’s digital marketing certificate and digital strategy courses for 15 years, and delivers their customer journey mapping course. He frequently judges digital industry awards, including the AIST’s Awards, and the annual Top 50 CMO awards for CMO Magazine.
Full participation in Donor Journey Mapping is applicable for up to 7.5 continuing education points in Category 1.B – Education of the CFRE International application for initial certification and/or recertification.