How to Use Donor Profiles to Raise More Money

How well do you know your donors? Are you appealing to their specific interests, communicating in ways they prefer, and recognizing them in ways they appreciate? Join the Chronicle and two veterans of strategic marketing and communications for a session that will demonstrate how to apply sophisticated marketing techniques to your fundraising efforts. You'll learn how to identify donor "personas," an approach that classifies donors according to their behavior, interests, and communication preferences, so you can tailor your appeals and pitches based on these characteristics. Nancy Buzby, associate vice president of strategic marketing at the Environmental Defense Fund, will explain how to sort your donor data and augment it with interviews, surveys, and research to better understand what motivates your donors, how to inspire them to give, and how to attract new donors, too. Colleen O'Grady, philanthropic strategist at the communications consulting firm Lipman Hearne, will give you an e