Journey mapping: Focus on the donor journey to breathe new life into your communications and engagement

The concept of the customer journey is to help social impact organisations communicate with a large pool of supporters, advocates and donors using as close to an individual approach as resources allow. There’s no way we can have (tens of) thousands of individual conversations with our donors each and every month to maintain loyalty to our cause.

Journey mapping doesn’t just have a profound impact on your fundraising efforts through empathy and improved engagement, but the process itself brings disparate teams together in a concerted effort to build a conversation and deepen relationships with supporters.

This hands-on session is a primer on journey mapping for social impact organizations that includes a number of nonprofit case studies from around the world including Asian countries.

Learning outcomes

  • Take back your own 10 Step Journey Mapping Kit and immediately apply it to your organization to improve your internal cooperation, communications, engagement (of staff, volunteers, advocates, or supporters) and

Who should attend: Any volunteer, staff person or senior leadership. Journey mapping can be used for any situation, e.g. internal staff experience, advocate experience, volunteer experience, donor experience, etc.


Atsuko Allison Ueda (Japan)
COO / Head of Fundraising, Japan for UNHCR