Journey maps are critical tools in any organization because they help to create empathy for your supporters, and get everyone on the same page to make changes to improve the supporter experience. And in the long run this means better lifetime value and more donors, members or customers.
But, there's a really big problem with journey maps - they are accurate only for the very moment they are created. You do a ton of work to understand who your supporters are, how they are interacting with your organization, and what you should do to keep them moving to the far side of the map, but then a few months later, you have made some changes and things look different.
Journey mapping software is expensive but it can create 'live journey maps' where inputs are continually added, experience responses are recorded and any adjustments to the journey can be seen in real time. Here's an example from Build UX: https://buildux.com/mapper/677e0b910cd63ef67b105b86/edit
The first step is the static journey. Understanding the experience of the donor, from their perspective. Talking to people. And importantly, measuring the baseline.
The next step in live journey mapping, with the right tool (and money!) is to model the live map with the current static map. Understand the delta between the current and the ideal journey and the KPIs that relate to the specific changes needed in the journey. However most living journey maps rely on survey data, not discussions with customers. Imagine a journey map that is constantly evolving based on one-on-one discussions with your supporters on how changes you're implementing affect their experience. This is the best but most expensive way to have a living journey map.
We wish all of our clients, and in fact, all non-profits, could afford live journey mapping. But it's a pipe dream for some, and for most, it's so far beyond where the organization is, that it's not worth considering.
So how do you keep up with your supporters?
The key is to start!
Start first with your assumptive journey map - the supporter's journey from your organization's perspective.
The second step is to get the supporter's perspective to make the current state journey map and understand your opportunities. Share these insights and opportunities with your whole team to ensure everyone is on the same page about what your supporters want and need. These two steps are more than most organizations do and will make an enormous impact on ROI and lifetime value.
The third step is future state journey mapping. Using the insights from the current state work to determine the future your supporters want.
The fourth step, is to implement and measure. And this is where live journey mapping comes in. Tracking key KPIs against key moments in the journey is the key benefit of live journey mapping - do your supporters like the changes you're making and do those changes lead to giving more over time?
You don't need to pay for a fully fledged donor journey mapping digital product to get these answers.
We have had clients who print laminated journey maps and put them up on their office walls, circling changes, adding new tactics, updating measurements at key moments. They ring a bell and cheer when they see improvements.
We've also had clients who circle back every six months to do a lighter, change focused, version of our deep dive research, to get a detailed understanding right from the mouths of supporters, on how changes they have implemented are moving the needle on supporter experience.
There are options to keep your understanding, and your strategies, current and relevant. The key is to start!
Real Path offers half day workshops on assumptive journey mapping. If your organization needs a kick-start to improve supporter experience and lifetime value, reach out today.
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