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Donors and Digital Media: Lessons from the DonorGraphicsTM Study
What does a donor-ideal communication strategy look like across demographics? More importantly, is there a correlation between preferred channel and actual donation behaviors? DonorGraphicsTM is a national digital media usage study that measures communication preferences and behaviors. We’ll highlight the differences between the general U.S. population and the active donor population, helping you identify opportunities to effectively reach donors online. This digital landscape review is important to anyone curious about the shift to mobile communications and its relation to donations. Fundraisers who engage constituents in online channels (email, mobile and social media) will find actionable insights broken down by demographic segment.
In this webinar, participants will
- Understand differences in digital communication use across demographics
- Understand the most useful communications channels for your donor base
- Learn how donors prefer to be communicated with by nonprofits.
About the Presenter
Lori Connolly is Vice President of Research and Analytics at Grizzard Communications Group. Lori has over 17 years of research and analytics experience in multichannel marketing and optimization through quantitative techniques as well as donor insights. Prior to joining Grizzard, Lori spent seven years at Merkle optimizing digital marketing strategy across a variety of commercial and nonprofit clients such as Dell, Disney and AARP, leveraging research and analytics to drive online best practices and standards. Lori also managed the longest-running digital media usage and attitudes tracking study in the industry, identifying ways marketers can leverage trends into enhanced programs and performance. Her articles and research in the digital space have appeared in many industry publications including DMNews, MediaPost and iMedia Connection. She also speaks at many conferences including The DMA, e-Metrics, and Analytic Summits.