We’ve all seen them, right? The pretty PowerPoint slides with carefully chosen stock photos of people who are supposed to represent your donors. Susan, the Affluent Boomer. Dorothy, the Golden Senior. Abby, the Millennial Advocate. Clusters, segments, personas — whatever you want to call them, they are often not as actionable as we want them to be.
Join the Sierra Club for this session on how they combined communications and IT prowess into a persona-based marketing automation approach for their digital program.
Learn how to:
- Audit your existing digital program and determine if you’re meeting the needs of all your business units AND constituents
- Develop actionable audience segments based on their holistic value to your nonprofit, a known path toward high value, and demographic knowledge
- Automate measurable communication specific to those segments
- Develop organizational communication policies so that national and chapter offices can live in peace (and so their constituents can have the best experience possible)
This session is a perfect fit for data geeks, digital strategists, and IT leads alike. We’ll provide interview templates, automation dos and don’ts, as well as communication policy tips. And maybe some green living swag.