Mike Johnston links customer experience theory to smart tools for more personalized and profitable constituent relationships.

1. Journey
Mapping
Linking Customer Experience Theory to
Smart Tools for More Personalized and
Profitable Constituent Relationships
presented by hjc

2. hjc : Holistic Strategy + Digital Fundraising Expertise
hjc
• Since 1992, we have pioneered and grown digital
and integrated fundraising programs for iconic
brands.We have a solid understanding of
technology and its potential for the non-profit
sector.
• We have developed digital programs along with
marketing and fundraising strategies for a diverse
client base — from some of the smallest charities to
multi-level international organizations.
• hjc has a full in house digital team as well as expert
consultants, including project managers,
copywriters, consultants, developers and designers

3. …why does it matter?
CX
presented by hjc

4. Customer Experience
• Organizations which provide a compelling customer experience reap
the benefits
• With products, services and pricing so competitive, customer
experience is the last remaining sustainable differentiator
• Journey Mapping is an emerging and powerful technique to
understand the needs of the customer, whether that customer is a
consumer, citizen, student, patient, user, employee, member, or
donor
proprietary and confidential 4
presented by hjc

5. “For many organizations, the goal of
turning customer experience (CX) into a
competitive advantage means recreating
themselves. That’s because the customer’s
experience is the result of every part of the
company working together, or failing to.”
-Adobe Quarterly Digital Intelligence Briefing
presented by hjc

6. …it’s got to go!
That 5 year lag
presented by hjc

7. ORACLE® + hjc
presented by hjc

8. Helping
Sophia
presented by hjc

9. 9
presented by hjc

10. proprietary and confidential 10
presented by hjc

11. proprietary and confidential 11presented by hjc

12. { The Experience }
Journey Mapping the Patient Experience
proprietary and confidential 12
presented by hjc

13. GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO
MRI ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GETS A
SHOT
GOES
THROUGH
MRI
………
AM I
REALLY
SICK?
THAT
LOOKS
SCARY!
WILL IT
HURT ME?!
MOM
CAN’T
HELP?
NO! NO!
PLEASE
NO!
I’M REALLY
NERVOUS
WISH I
WAS AT
SCHOOL
TECH.
WRITER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUG
PATIENT
SAFETY
TEAM
IMAGING
TECH
STAFF
PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG
ROOM
BEHAVIORS
ATTITUDES
PEOPLE
THINGS
ONSTAGE
EXPERIENCE
PEOPLE
THINGS
BACKSTAGE
SUPPORT
Select a specific customer to map
DOCTOR MOM
CHECKIN
NURSE
IMAGING
TECH
MOM
DOCTOR
ANESTH.
IMAGING
TECH
MRI
MACHINE
DESK &
COMPUTER
CHARTCAR
TAKE-
HOME
PACKET
MRI
MACHINE
SHOT &
DRUGS
NURSE
TISSUES
CREATE INITIAL MAP
Attitudes, Behaviors and Experiences

14. GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO
MRI ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GETS A
SHOT
GOES
THROUGH
MRI
………
DOCTOR MOM
CHECKIN
NURSE
IMAGING
TECH
MOM
DOCTOR
ANESTH.
IMAGING
TECH
MRI
MACHINE
DESK &
COMPUT.
CHARTCAR
TAKE-
HOME
PACKET
MRI
MACHINE
SHOT &
DRUGS
AM I
REALLY
SICK?
THAT
LOOKS
SCARY!
WILL IT
HURT ME?!
MOM
CAN’T
HELP?
NO! NO!
PLEASE
NO!
I’M REALLY
NERVOUS
WISH I
WAS AT
SCHOOL
TECH.
WRITER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUG
PATIENT
SAFETY
TEAM
IMAGING
TECH
STAFF
PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG
ROOM
EVALUATE & PRIORITIZE
Identify moments that matter for the customer and the organization
NURSE
TISSUES
IMPACT MORE
STAFF
COST OF
DRUGS
IMAGING
TIME
SIDE
EFFECTS

15. GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO
MRI ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GETS A
SHOT
GOES
THROUGH
MRI
………
DOCTOR MOM
CHECKIN
NURSE
IMAGING
TECH
MOM
DOCTOR
ANESTH.
IMAGING
TECH
MRI
MACHINE
DESK &
COMPUT.
CHARTCAR
TAKE-
HOME
PACKET
MRI
MACHINE
SHOT &
DRUGS
AM I
REALLY
SICK?
THAT
LOOKS
SCARY!
WILL IT
HURT ME?!
MOM
CAN’T
HELP?
NO! NO!
PLEASE
NO!
I’M REALLY
NERVOUS
WISH I
WAS AT
SCHOOL
TECH.
WRITER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUG
PATIENT
SAFETY
TEAM
IMAGING
TECH
STAFF
PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG
ROOM
TISSUES
NURSE
ADD DETAIL TO UNDERSTAND
Gain deeper understanding of needs, and how those needs are fulfilled
FEEL SAFE
FEEL
BETTER
TAKE
IMAGE
DEVELOP
IMAGE
NEEDS
Roles & Processes POSITION
PATIENT

16. GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO
MRI ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GETS A
SHOT
GOES
THROUGH
MRI
………
DOCTOR MOM
CHECKIN
NURSE
IMAGING
TECH
MOM
DOCTOR
ANESTH.
IMAGING
TECH
MRI
MACHINE
DESK &
COMPUT.
CHARTCAR
TAKE-
HOME
PACKET
MRI
MACHINE
SHOT &
DRUGS
AM I
REALLY
SICK?
THAT
LOOKS
SCARY!
WILL IT
HURT ME?!
MOM
CAN’T
HELP?
NO! NO!
PLEASE
NO!
I’M REALLY
NERVOUS
WISH I
WAS AT
SCHOOL
TECH.
WRITER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUG
PATIENT
SAFETY
TEAM
IMAGING
TECH
STAFF
PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG
ROOM
EVALUATE & FRAME ISSUE OR OPPORTUNITY
Based on deep customer understanding
NURSE
FEEL SAFE
FEEL
BETTER
TISSUES
POSITION
PATIENT
TAKE
IMAGE
DEVELOP
IMAGE

17. proprietary and confidential 17presented by hjc

18. GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO
MRI ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GETS A
SHOT
GOES
THROUGH
MRI
………
DOCTOR MOM
CHECKIN
NURSE
IMAGING
TECH
MOM
DOCTOR
ANESTH.
IMAGING
TECH
MRI
MACHINE
DESK &
COMPUT.
CHARTCAR
TAKE-
HOME
PACKET
MRI
MACHINE
SHOT &
DRUGS
AM I
REALLY
SICK?
THAT
LOOKS
SCARY!
WILL IT
HURT ME?!
MOM
CAN’T
HELP?
NO! NO!
PLEASE
NO!
I’M REALLY
NERVOUS
WISH I
WAS AT
SCHOOL
TECH.
WRITER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUG
PATIENT
SAFETY
TEAM
IMAGING
TECH
STAFF
PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG
ROOM
DESIGN NEW EXPERIENCES
Influence attitudes to change behaviors
TISSUES
NURSE
FEEL SAFE
IDEA: LET’S
GO
CAMPING

20. GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO
MRI ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GOES
THROUGH
MRI
………
DOCTOR MOM
CHECKIN
NURSE
IMAGING
TECH
MOM
IMAGING
TECH
MRI
MACHINE
DESK &
COMPUT.
CHARTCAR
TAKE-
HOME
PACKET
MRI
MACHINE
AM I
REALLY
SICK?
THAT
LOOKS
SCARY!
WILL IT
HURT ME?!
MOM
CAN’T
HELP?
NO! NO!
PLEASE
NO!
I’M REALLY
NERVOUS
WISH I
WAS AT
SCHOOL
TECH.
WRITER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUG
IMAGING
TECH
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
IDEA:
CAMP
GUIDE
WOW, A
CAMP-
FIRE!
FEELS LIKE
I’M
CAMPING
THIS ISN’T
TOO BAD
CAN WE
DO IT
AGAIN??
THIS
PLACE IS
NEAT!
TODAY
COULD BE
FUN
LAYS
DOWN IN
MACHINE
LISTENS TO
CRICKETS …
TEST NEW EXPERIENCES
New attitudes, new behaviors….different result
NURSE
HAS
MRI SCAN
IDEA:
CAMPING
SITE
IDEA:
CAMP
BACKPK
FEWER
STAFF
NO DRUGS
IMAGING
TIME ↓
↓ SIDE
EFFECTS

21. Some Key Concepts
presented by hjc

22. Lifecycle Marketing
You recognize that people go through stages as
they interact with your organization, and that
each stage requires different marketing actions.
proprietary and confidential 22
presented by hjc

23. Content Creation
You create targeted
content that answers
your donor's basic
questions and needs,
and you share that
content far and wide.
proprietary and confidential 23
presented by hjc

24. Personalization & Context
As you learn more
about your donors
over time, you can
better personalize your
messages to their
specific needs.
proprietary and confidential 24
presented by hjc

25. Multi-Channel Presence
Inbound marketing is
multi-channel by nature
because it approaches
people where they are,
in the channel where
they want to interact
with you.
proprietary and confidential 25
presented by hjc

26. Applying this model in
the NP sector
presented by hjc

27. Build Profiles / Personas
Buyer personas are fictional, generalized representations of your
ideal donors. They help you understand your donors (and
prospective donors) better, and make it easier for you to tailor
content to the specific needs, behaviors, and concerns of
different groups.
proprietary and confidential 27
presented by hjc

28. Digital Outlook Report

29. Map & Improve
a. Map Current Journeys
b. Improve & Innovate
c. Build Infrastructure & Processes to
Succeed
proprietary and confidential 29
presented by hjc

30. Sample Journey Plan
proprietary and confidential 30
presented by hjc

31. Improve & Innovate
• Identify “moments that matter” for each of your donor personas /
segments
• Create content that will help build a deeper bond with your donor at
that moment
• Ensure that your communications feel like a journey, not a million
different marketing messages
proprietary and confidential 31
presented by hjc

32. Build Infrastructure & Processes
• Look at the ‘on stage’ and ‘back
stage’ people and things needed
to create your journey
• Review current structure, culture
and skills and align to new
journey
proprietary and confidential 32
presented by hjc

33. Engage & Automate
a. Draft communication or
testing plan
b. Automate the plan
c. Hyper-personalize the plan
proprietary and confidential 33
presented by hjc

34. Measure & Manage
a. Identify & track KPIs
b. Test your assumptions
c. Build a feedback loop
d. Iterate & improve
proprietary and confidential 34
presented by hjc

35. Some KPIs to track:
• Time to 1st gift, 2nd gift, monthly gift, etc.
• # of gifts, average gift
• Retention rate
• Channel migration
• Engagement factors: inbound communications, clicks,
opens, downloads, subscribes, shares, comments
proprietary and confidential 35
presented by hjc

36. Ontario SPCA
•Data and Analytics
review 
Psychodemographic
and Behavioural
Persona Creation
presented by hjc

37. Ontario SPCA
presented by hjc
Adopter  Donor
Branch Walk-in 
Advocate/Donor
Walker  SuperWalker
Petsmart Adopter  Donor
Advocate  Donor

38. Adopter Persona:
LYNN
 Lives in rural community in
single family dwelling
 Married, no children, 3 dogs,
1 cat
 41 years old
 High school diploma, some
technical training, works as
Office Manager in
Construction Company
 Caucasian, English first
language, female
Interests:
proprietary and confidential
presented by hjc

39. St. Joseph’s Hospital Foundation
presented by hjc
• Patient journey mapping session
that brought together health centre
and foundation staff
• Provided the opportunity for cross
department collaboration and buy
in from key stakeholders across St.
Joe’s
• Valuable exercise to look at the
patient experience and the impact
on future donor behaviour

40. St. Joseph’s Hospital Foundation
presented by hjc
• With the goal of creating more
philanthropically aware grateful
patients, the team collaboratively
designed a series of donor-journey
centric interventions that will be
tested over the next year
• Each test addresses a ‘Moment
that Matters’ uncovered through
Journey Mapping

41. Determining Readiness
presented by hjc

42. presented by hjc
1. Cross functional participation
2. Readiness and ability to analyze donor data/behaviour/demographics
3. Openness to generational donor segmentation
4. Having the technology to execute donor journeys
5. A commitment to Lifetime Value fundraising
6. A patience to invest, and wait, for the longer term returns of lifecycle
marketing
7. Understanding the channel differences of donor journeys
8. Ability to use data for personalized, differentiated donor journeys
9. Understanding that some journeys will be of non-donors and some of
donors
10. Knowing how donor journeys fit into strategic plans

43. Questions?