Presentation Summary: It’s entirely possible that you know what your “typical” donor looks like, have built out some personas and journeys for them, and developed surefire messages and offers for them. It’s also entirely possible — and maybe even probable — that you’re totally wrong. The strategies and tools to help nonprofits truly understand what their folks are thinking, hoping, dreaming, and doing have never been better, and they’re turning everything we think we know on its head. This session will use tons of examples and case studies to bust seven myths (and probably more) about donors that we’ve learned through a combination of behavioral data, enhanced demographics, and message testing (rather than gut instinct, staff opinion, and stereotypes!).
Learning Objectives:
Solid understanding of the basics of several audience insight and message research tools
Examples from several organizations of myths they’ve busted — and how they changed their fundraising approaches successfully
Ideas about what kinds of insights and testing non-profits should prioritize
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