MASTERCLASS: Designing and delivering exceptional donor experiences in a post-pandemic world

FROM 11 MAY 2021

Dates and times

Each live session is offered on three dates to accommodate global timezones – please indicate your preferred time:

  • Part 1: Learn – 11th May at 10.00 EST / 15.00 BST / 16.00 CEST/ 19.30 IST
  • Part 2: Try – 18th May at 10.00 EST / 15.00 BST/ 16.00 CEST / 19.30 IST
  • Part 3: Q&A – Dates TBC


Learn how to map and understand your donors’ journeys and their needs, to steer a course to a deeper, lasting, and more beneficial engagement with them. Attendees will use proven virtual tools and methods to learn the latest iteration of donor experience design via journey mapping, including journey development, persona creation, the psychology of giving, root cause analysis, ideation strategies, impact vs. effort ranking, prototyping, deployment, and organisation change centred on true donor-centricity.

Once learned, we focus on deployment of this methodology systematically and globally, leveraging distributed and remote participants wherever they live. Attendees will be equipped to lead donor experience design sessions within their organisations, understand the best strategies to drive change via internal adoption, and impact top-line revenue for their organisation.

Your facilitators, Brian Walsh and Sara Hoshooley, have delivered virtual presentations and workshops for international audiences, and are aware of differences and nuances between cultures and fundraising cultures.

Ideal for…

Attendees should be (or aspire to be) internal leaders and change agents who want to design and deliver compelling journeys, experiences and meaning for their donors and their cause. Virtually every role within an organisation will benefit from these skills!


How this programme will be delivered

  • The Masterclass will be a hybrid model, including live sessions and pre-recorded content to watch on-demand at a time that works for you
  • The structure is as follows:
    • A pre-recorded 90-minute introduction
    • A written 30-minute home-work assignment
    • A pre-recorded 30-minute introduction to the story we will map in the first “Learn” session
    • Two 120-minute interactive design sessions, one week apart, suitable for a number of timezones
    • A live 90-minute Q&A focused on how to implement what you have learnt during the masterclass (dates to be mutually agreed with all participants)
  • The live sessions will be using Zoom and Miro
  • Full joining instructions and link to the content will be provided in advance



  • Members of the RA Global Community (operating income $500K+): 320 GBP (550 CAD / 450 USD / 370 EUR)
  • Members (operating income < $500K): 200 GBP (350 CAD / 280 USD / 230 EUR)
  • Non-Members (operating income $500K+): 400 GBP (700 CAD / 560 USD / 460 EUR)
  • Non-Members (operating income < $500K): 250 GBP (450 CAD / 350 USD / 290 EUR)



Your speakers

Brian Walsh (Structured Empathy)

As principal for Structured Empathy. Brian provides training and consulting services for customer, donor, and employee experience design, often beginning with journey mapping. He is a marketing professor at Centennial College and a twin-degree professional engineer based in Toronto. Brian introduced thousands of people to customer experience design using journey mapping during his time working at Oracle. He has provided customised trainings on this method of experience mapping and custom engagements for 100+ organisations including DuPont, McDonald’s, Bosch, Cisco, Citibank, Air Canada, Fairmont Hotels, and organizations such as UN Refugee Agency (Washington, London, Madrid, Copenhagen, Stockholm, Bonn, Rome, Beirut, Hong Kong, Seoul, Tokyo and Sydney), MSF (Barcelona), Child Fund, and Save the Children (London), . In 2019, hwas voted best new speaker at the International Fundraising Congress in Amsterdam.

Sara Hoshooley, CFRE (Charity Shift)

A fundraising consultant and trainer working with organizations in Canada and internationally, Sara founded Charity Shift after working and volunteering in leadership roles in the nonprofit sector for more than decade. Using best practices and emerging trends and data, Sara works with organizations to empower them to raise more money for causes that matter in order to make an even bigger impact in the world. Sara was a speaker and Session Leader at IFC 2019 and 2020 and is a Certified Fundraising Executive (CFRE).