Course overview

Building on the foundations of donor journey mapping, this advanced program takes a deeper dive into designing, testing, and optimising donor journeys for long-term fundraising success. Through an interactive, face-to-face workshop, participants will work on their own donor journeys—focusing on acquisition or retention/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 donor understanding.

Level up your donor journey mapping in this advanced face-to-face workshop. Gain skills in segmentation and donor insights, work on your own acquisition or retention journey, and collaborate with peers to create strategies you can apply immediately.

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).

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).  Sydney venue to be advised.

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.