How do you create and implement a customer journey map for your nonprofit?

So I'm identifying a journey for my LYBNT this donors for the second half. Without a special journey, the default donor journey will include mailed or emails general newsletters in July, September, and December, and an emailed update for donors only following quarter end in July, October and then an end of year preview in December. They may also subscribe to special interest newsletters like prayer team, volunteer letter, and partner letter.

For this journey, they are being emailed or mailed a donation give site along with stories of impacts and other opportunities to get involved (donor webinar, volutneerism, in-kind, etc.) by default. I'm thinking of changing that for these LYBNT donors.

They may get too much information, not enough specific asks, and nothing custom to their connection (which is in jeopardy given they LYBNT status). Email is not loved although we have high open rates.

I'd send print mail or emails or both, one per month, until they reengage or end. I'd like them to be personalized and build upon their connection. Months: 1- the value our stories (newsletters) and ability to influence the public to change policies and perceptions; 2: frequency and level of giving and the impact it brings;3: whether they are part of our prayer team, a member of a church, or have a other motivation; 4: whether they like volunteering or give in-kind; 5: whether they are local (and therefore sensitive to certain local issues and how we help) or out of town (and therefore like our virtual donor webinar, our help line for clients and our nationwide reach for clients).

Customer journey mapping is needed for all orgs large or grassroots. It helps dimensionalize who you reach, impact and how. You will know who your internal and external stakeholders are and their many roles as they evolve along a “journey” of interactions with your business or mission. Be they an employee, board member, patron, recipient, user, influencer and/or advocate. If you don’t have a broad team that includes marketing or a marketing leader, identify members who own communications, data and fundraising to do this relationship marketing. Hire a project based marketing consultant to deliver this research and strategic plan (the map) that your existing team can implement. Then you have a use case and budget for f/t marketing hire/team.