How to Run a Journey Mapping Session
Journey mapping helps teams visualize the complete member experience and identify where communications, events, and handoffs happen. This tool supports a collaborative working session to document, validate, and improve the member lifecycle.
Before the Session
- Assign a facilitator who will guide the conversation and capture inputs in real time
- Gather existing documentation including current email templates, process docs, and any prior journey work
- Identify participants from each team that touches the member lifecycle: Membership, Community, Fundraising, Comms & Events
- Set a clear scope so the group knows which journey you're mapping (recruitment to active, active to sustaining, etc.)
Running the Session
- Walk through each stage in sequence: Prospect → New Member → Active → Sustaining
- For each stage, identify every touchpoint:
- What communications go out? (emails, texts, calls)
- What events are members invited to?
- Who owns each touchpoint? (which team, staff or volunteer)
- What triggers the touchpoint? (time-based, action-based, manual)
- Capture gaps and pain points as they surface, but don't solve them yet
- Document the email template for each communication touchpoint, or note "needs template"
Facilitator tip: Keep the group moving through stages. It's easy to get stuck debating one touchpoint. Capture the question, note the owner, and move on. Refinement happens after the map is complete.
After the Session
- Review the visual map with all touchpoints plotted
- Identify the top 3-5 gaps that need immediate attention
- Assign owners for missing templates or unclear handoffs
- Set a follow-up date to validate that gaps have been addressed
The Four Journey Stages
The member lifecycle breaks into four stages, each with distinct communication needs:
Prospect: Someone interested but not yet a member. Communications focus on information, invitation, and removing barriers to joining.
New Member: First-year members learning how the League works. Communications focus on onboarding, connection, and early engagement.
Active: Established members contributing to committees and events. Communications focus on opportunities, recognition, and deepening involvement.
Sustaining: Long-tenured members who may be transitioning roles. Communications focus on continued value, legacy giving, and advisory roles.
New Member: First-year members learning how the League works. Communications focus on onboarding, connection, and early engagement.
Active: Established members contributing to committees and events. Communications focus on opportunities, recognition, and deepening involvement.
Sustaining: Long-tenured members who may be transitioning roles. Communications focus on continued value, legacy giving, and advisory roles.
Team Ownership
Each touchpoint in the journey is owned by a team. Understanding ownership helps identify gaps and prevents communications from falling through the cracks.
Comms & Events
Community
Fundraising
Membership
For each touchpoint, identify whether the communication is sent by Staff or the Team. Either way, the goal is a consistent, automated approach with templated messaging that runs without manual effort.
Prospect
→
New Member
→
Active
→
Sustaining
Comms & Events
Community
Fundraising
Membership
+ Add Touchpoint
Member Journey Map
Visual overview of all touchpoints across the member lifecycle
Comms & Events
Community
Fundraising
Membership
Google Sheets: Open Member Journey Sheet ↗
The sheet auto-updates when you click "Sync to Google Sheets". Share the sheet link with the team for collaborative viewing.
The sheet auto-updates when you click "Sync to Google Sheets". Share the sheet link with the team for collaborative viewing.