Donor Journey Mapping

Course Overview

This course focuses on how fundraisers can develop donor journeys for their organisations. Bringing together the principles of customer journeys, you will cover the theory of customer/donor journeys and how they can be used to drive great fundraising outcomes. You will create your own personal and custom journey for your donors and participate in a hands-on construction of a donor journey, working in groups to create an assumptive donor journey map in class.

The course is designed to provide insights and value to both beginners and more seasoned practitioners, starting with the basics of what customer journeys are and why we use them, and then progressing rapidly to hands-on workshops where participants get to apply the knowledge immediately against scenarios. We regularly get more experienced marketers and even UX professionals on the course, and the feedback has been really positive from these people – whilst not all the material is new, there are generally a number of key insights they get through the course, and it helps validate their current knowledge and round out what is often on-the-job experience. The feedback on the course is very positive no matter the starting skill level, indicating that it seems to provide value across the board. Where participants have already existing journeys, we often discuss those and provide insights on how those can be improved and evolved to the next level. 

What you’ll learn

• Why donor journeys have become so important

• Why you need to develop them for your donors

• How to run a customer journey for your donors

• Techniques for understanding your donors 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

• Gifts in Wills donor managers

• Fundraisers responsible for donor engagement, retention and acquisition.

Below, you will find instructions for the FIA Learning Hub & course information for 2024.

Before registering anyone for the course, you must ask the person to set up a Log In or Sign Up in the FIA Learning Hub. Instructions are below.

Need more help?

Video Instruction: How to register for a course via the FIA Learning Hub

18 & 19 September 2024
9.00am – 1.00pm AEST
Online – Facilitated

Member $520
Non member $675

Before registering anyone for the course, you must ask the person to set up a Log In or Sign Up in the FIA Learning Hub. Instructions are above.

FIA Code
This course relates to the following aspects of the FIA Code of Conduct:

  • FIA Code 4 Conduct towards Donors by considering scenarios where this conduct may be challenged and discuss how to navigate any challenges in ethical and appropriate ways.

Full participation in Donor Journey Mapping is applicable for up to 7 continuing education points in Category 1.B – Education of the CFRE International application for initial certification and/or recertification.

Mike is smiling. He has short brown hair, a beard and is wearing a blue collared shirt.
Mike Zeederberg
Managing Director

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.

Click here for FIA Education terms and conditions