JourneyLab
Helping charities move from silos and ‘one-size-fits-all’ journeys to planning from the supporter’s perspective.
The Challenge Facing Charities Today
Donating to charity is a highly emotional act.
New supporters enter the relationship with heightened expectations about how they’ll be welcomed, understood and thanked.
This early period, and how supporters feel about it, is decisive for the ongoing relationship, and the prospects for long term value.
Yet the supporter experience is rarely designed as a whole.
Frequently, what a supporter experiences is not the result of a carefully crafted journey, based on an understanding of their needs and connection to the cause.
Often, the actual journey is a patchwork of appeals, newsletters, events and other marketing led by conflicting internal priorities and teams pulling in different directions to hit their targets.
The result can be a jarring, underwhelming or transactional experience that undermines supporter goodwill and leaves enormous long-term value on the table.
We help organisations untangle this complexity, pilot new journeys, test them, and build capability to plan from the supporter’s perspective.
Discover
Supporter Experience Audit → Walk through your organisation as a supporter would. Map journeys as they are, surface pain points, friction, and quick wins.
Engagement Scoring → Introduce models that go beyond RFV to capture supporter commitment, connection, and intent — enabling smarter segmentation, better targeting, and earlier prediction of churn or cross-sell opportunities.
Design
360° Supporter Journeys → Co-design new journeys across teams, rooted in supporter insight, behavioural science, and CX best practice.
Welcome Journeys & Pilots → Create emotionally compelling welcomes that cut attrition and demonstrate their impact through controlled pilots.
Embed
Org-wide Comms Coordination → Align fundraising, marketing and campaigning, so supporters hear a coherent story — not competing messages.
Cultural & Process Change → Practical, collaborative sessions that shift ways of working, build capability and empower teams to lead 360 journey design independently.
Contact Us
Curious how JourneyLab could help your organisation? Get in touch to book a call.