Using Donor Personas to Segment Appeals

Includes a Live Event on 10/22/2020 at 1:00 PM (EDT)

  • Register
    • Early bird pricing available!
    • Non-member - $295
    • Member - Free!
    • Regular Price after 10/03/2020 3:00 AM
    • Non-member - $345
    • Member - Free!

Save $50 off the regular price of $345 when you register by 10/2/20 | AGN Members are FREE!


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.


  • 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!


  • One log-in to the LIVE webinar; invite your entire team
  • Link to watch a recording of the webinar following the live event
  • Your questions answered by an expert
  • Copies of the presentation materials and resources
  • Eligible for 1.25 points of CFRE credit
  • AGN Members get FREE webinar registration. Click here to learn more.

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Christy Moss

Executive Director of Strategic Engagement, University of Illinois at Urbana-Champaign

Christy Moss is the Executive Director of Strategic Engagement at University of Illinois at Urbana-Champaign, where she leads efforts in annual giving, stewardship and donor relations, communications & marketing, data analytics, and event strategy. Over the course of her 15-year career, she has held many different roles in advancement and 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.


Using Donor Personas to Segment Appeals
10/22/2020 at 1:00 PM (EDT)   |  75 minutes
10/22/2020 at 1:00 PM (EDT)   |  75 minutes Event audio is available via streaming (through your computer speakers) or you may listen over the phone by calling 929.205.6099 and entering meeting ID 974 4107 7612. If you have any issues with the audio through your computer, we strongly advise you dial in using the phone number. International numbers available: