Planning effective supporter journeys

Planning effective supporter journeys

A roadmap for supporter journey planning and best practices.
Topics Covered
  • Understanding and segmenting audiences
  • Setting clear goals for your supporter journeys
  • Planning your journeys
  • Executing your journeys (incl. automation)
Who is it for?

This training is suitable for anyone who is involved in the planning or execution of supporter/donor/campaigner communications by email. Whether you’re thinking about putting together your first supporter journeys or if you’re an experienced mobiliser looking to sharpen your plans and implementation, this session is for you.

To get people campaigning for you, giving money and engaging in your cause, you first need to build a relationship. And unless you have time invite everyone for tea, that means great email journeys.

In this training we’ll build a strong understanding of how to design and implement supporter journeys that help you achieve your goals. We’ll start by stepping back and clarifying your goals and understanding your audience, before designing cohesive email ‘journeys’ that allow you to achieve these goals.


Planning Effective Supporter Journeys course
08:45-09:00 Check in: grab your name tag and say hello! You also might want to grab a cup of coffee or tea
09:00-09:15 Welcome and introduction: An overview of the training day and identify specific participant interests/questions
09:15-09:30 Discussion: how are you currently handling your journeys and what are your goals for the day
09:30-10:00 Part I – Introduction: What is a supporter journey and how do I know if it’s working?
10:00-10:45 Part II – Audiences: who are you talking to and why?
  • How to unify
  • How to segment
  • Analysing needs of different group

Barriers. What are they?

11:00-11:30 Break
11:30-11:45 Barriers part two. Discuss solutions together
11:45-13:00 Part III - Engagement – the missing piece
  • What is engagement?
  • How can it help achieve your goals?
  • How to create engagement opportunities
  • Group activity
13:00-14:00 Lunch (included) & table discussions
14:00-15:00 Part IV – Pulling it all together
  • How to build a cohesive journey
  • How to respond to change
  • Group activity
15:00-15:30 Automation: How can automated emails help?
15:30-16:00 Break
16:00-17:00 Open space – you set the agenda. Options include:
  • Discussing and solving challenges that you personally are facing
  • Reviewing and discussing case studies
  • Tools and tech
17:00-17:30 Final Q&A and a chance to plan your next steps when returning to the office.
17:30 End of training day
09:00-17:30 April 10-11: Campaigning Forum in Oxford (optional)
About the Trainer

Claire DonnerClaire Donner is a Strategy Consultant with the digital mobilisation agency ‘more onion’, having previously worked in the campaigning and mobilisation teams at Cancer Research UK, ActionAid, and Greenpeace.

She specialises in helping charities and progressive not-for-profits to optimise their online supporter communications to achieve campaigning, fundraising, and awareness raising goals. She is the author of number of reports including: ‘Great supporter journeys and how to automate them’, ‘Optimising email opt-ins in (light of GDPR)’, and ‘How to write great campaign emails’.

She has spent much of the past few years focusing on developing and optimising a range of automated supporter journeys to take brand new supporters and turn them into engaged campaigners and donors.

Her clients include CARE International UK, Freedom from Torture, British Cycling and Independent Age.

by Duane Raymond published Jan 31, 2013,