Course overview

Through an interactive, face to face workshop in Sydney, participants will work on their own donor journeys, focusing on acquisition or retention and engagement strategies, and collaborate with peers to refine and validate their approaches. A dedicated session on audience segmentation and donor insights ensures participants build journeys grounded in data and a deeper understanding of their donors.

You don't need to have attended Donor Journey Mapping. It isn't a prerequisite. Whether you're starting with an idea, a draft journey or a fully developed map, you'll be able to participate and leave with practical strategies you can put into action.

Why attend Enhanced Donor Journey Mapping

• Bring whatever you've got. A completed journey, a draft you want to turbocharge, or just the theory still in your head. Either way, this session moves you forward.

• Haven't built one yet? This is the session that will help you plan it out and put together a draft. You'll have structured, hands on time to turn what you learned into an actual working journey. No more "I know I should, but haven't gotten to it."

• Already have one? Learn how to leverage and expand it. Push a working journey further with segmentation, richer donor insights and multi channel thinking to get more value from what you've already built.

• Learn how AI can speed up the work. Get practical guidance on using AI to draft content, analyse donor data and accelerate journey design, whether you're starting from scratch or optimising an existing journey.

• A full day of hands on exercises, not lectures. Face to face, breakout based, with peer feedback, plus the option of follow up review sessions to keep the momentum going.

Course aim

Equip fundraisers and marketers with advanced tools to refine and enhance donor journeys. Participants will gain the confidence to assess their current approaches, identify gaps, and design more impactful, data-informed journeys that improve donor retention and campaign outcomes.

What you’ll learn

• Analyse and critique existing donor journeys to identify opportunities for improvement.
• Apply audience segmentation techniques and donor insights to inform journey design.
• Map donor experiences across multiple touchpoints with a focus on acquisition or retention/engagement.
• Integrate multi-channel strategies into donor journeys.
• Test, evaluate, and refine donor journeys using peer feedback and performance metrics.
• Translate donor insights into actionable strategies for fundraising and marketing campaigns.

Targeted skills

1. Audience segmentation
2. Donor insights
3. Journey mapping
4. Turning ideas into actions

Participant level

Intermediate–Advanced

Who is this course for?

Fundraising and marketing managers, donor engagement specialists, and fundraisers responsible for donor acquisition, retention, or campaign strategy who already understand the basics of donor journey mapping.

Prerequisite knowledge

Foundational understanding of donor journey mapping (e.g. completion of the introductory FIA Donor Journey Mapping course or equivalent experience).

A general understanding of DJMs and how they work - there will be a quick (20 minute) level setting session at the start, but the facilitator will be assuming a reasonable level of knowledge. 

This session won’t explore

Step-by-step configuration in specific CRMs or marketing automation platforms (platform-specific build and technical setup).

Delivery

In-person. 8-hour (full-day).  

Meet the facilitator

Read Mike Zeederberg's bio (PDF).

Guidelines for enrolment

Make sure you have a login for the FIA Learning Hub. Click "Sign In" or "Forgot Password" if needed.

You can enrol a staff member if they already have a login.

If you require assistance, please email training@fia.org.au.

CFRE

FIA Code

Full participation in Donor Journey Mapping is applicable for up to 2.5 continuing education points in Category 1. B – Education of the CFRE International application for initial certification and/or recertification.