#105: Live from Summit: Why journey mapping is the last, sustainable differentiator in a competitive fundraising marketplace, and how you can master it, with Michael Johnston

Jul 16, 2025

Michael Johnston, an expert in Japanese Imperial Navy and an omnivorous fundraiser, shares insights from a live workshop on journey mapping. He emphasizes how this strategy cultivates strong donor relationships and fosters a supporter-centric organization. Listeners discover practical techniques for engaging multi-generational donors, leveraging behavioral science, DEI, and AI. Johnston uses real-world examples, including a case study of the Australian Red Cross, to demonstrate how understanding emotional needs can enhance fundraising outcomes and drive donor retention.

Ask episode

AI Snips

Chapters

Transcript

Episode notes

ANECDOTE

Australian Red Cross Success Story

The Australian Red Cross used journey mapping to double blood donations with personalized SMS thank you messages.
This success laid the groundwork for similar innovations in the American Red Cross and elsewhere.

ADVICE

Use Cross-Functional Teams

Use a cross-functional team to map donor journeys for better cooperation and donor experiences.
Combining empirical data with emotional insights is key to successful journey mapping.

ADVICE

Create Vivid Donor Personas

Create vivid, empirically driven personas to better understand and empathize with donors.
Use personas to stand in donors' shoes and optimize their journey.

Get the Snipd Podcast app to discover more snips from this episode

Get the app

Send us a text

This fast-paced excerpt from a workshop at the Build Good Summit dives into journey mapping as a powerful strategy to cultivate donor relationships and build a supporter-centric organization.

Designed for forward-thinking leaders in social impact, the session offers hands-on insights into using journey mapping to create a seamless, tech-enabled approach to engaging donors, advocates, and supporters.

Participants will explore the essentials of 21st-century journey mapping, incorporating behavioral science, DEI, and AI. Through collaborative activities, you’ll learn practical mapping techniques for engaging multi-generational donors (Gen Y, Gen X, Boomers, Matures) and leave with actionable steps for fostering a supporter-centric culture.

Participants will get to the walls and work in groups to learn how to use the Stanford Design school approach to mapping.

It’s a fun session with post it notes, stickies, and more!

—

⛰️ Don’t miss out on the next BuildGood Summit! Sign up to be the first to know about the dates, location and super early bird discounted tickets at www.buildgoodsummit.com

🤔 What else would you like to know about improving your fundraising and becoming an effective nonprofit marketer? Connect with Mike Duerksen on LinkedIn: https://www.linkedin.com/in/mikeduerksen/

🔔 Follow the Build Good Fundraising Podcast on your favourite podcast app—and never miss a new episode: https://buildgood.com/category/podcast/

❤️ And if you haven't yet, subscribe to our Youtube channel for more fundraising videos and actionable strategies that will help you grow your revenue and impact: https://www.youtube.com/@buildgood?sub_confirmation=1

Thanks for listening!

----

#Fundraising #Nonprofit #Philanthropy #Marketing

Interested in working with a fundraising agency to grow your nonprofit?

BuildGood is a fundraising agency that helps nonprofits raise more money from individual donors. Let our team of experts create your fundraising appeals, emails and newsletters for you, and reclaim the time to do the thing only YOU can do: build genuine, human, personal relationships with your donors.

You’ll add proven expertise to your team. You’ll benefit from tested and proven strategies that will make you more money. And you’ll have peace of mind that you’re putting your best foot forward with your fundraising.

➡️For more information, go here: www.buildgood.com