Using Donor Personas to Segment Appeals

Recorded On: 10/22/2020

OVERVIEW

While there are numerous ways to segment donor (and prospective donor) populations, one of the most effective is the utilization of donor personas. By creating clusters based on common characteristics, interests, and behaviors, donor personas can help advancement programs develop more interesting and relevant messages. Incorporating them into appeal segmentation strategies can also increase response rates and lead to better fundraising results.

This webinar is eligible for 1.25 points of CFRE credit.

WHAT YOU'LL DISCOVER

Guidelines for understanding the concepts and terminologies of donor personas
Tactics for defining segments based on the most relevant characteristics, interests, and behaviors
Tips for incorporating persona segments into multichannel solicitation strategies
Methods for evaluating your efforts
Examples from other institutions, and more!

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Christy Moss

With over 15 years of experience in annual giving and educational fundraising, Christy has led various programs at the University of Illinois. Her other experience includes Greenville University, USEED, and the National Multiple Sclerosis Society. She holds a B.A. in Communication from Greenville University and an M.S. in Information Science from the University of Illinois.