Using Donor Personas to Segment Appeals

Recorded On: 10/22/2020


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.


  • 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

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
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