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.

Register now for your entire team to learn how to use donor personas to support your fundraising efforts.

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

Vice President of Membership and Marketing, University of Illinois Urbana-Champaign Alumni Association

Christy Moss is the Vice President of Membership and Marketing at University of Illinois Urbana-Champaign Alumni Association. Over the course of her 15-year career in advancement, she has led efforts in annual giving, stewardship and donor relations, communications & marketing, data analytics, and event strategy, and has worked on three capital campaigns. A speaker with CASE, she has also published multiple times in the Journal of Education Advancement and Marketing. Christy holds a B.A. in Communication from Greenville University and an M.S. in Information Science from the University of Illinois.

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Using Donor Personas to Segment Appeals
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