22NTC Session: Fundraising
Beyond Personas: Data-Driven Audience Insights and How to Use Them
Submitted by: Gwen Emmons | M+R


Speaker: Matt Derby, Senior Vice President, M+R

You probably know what a “typical” donor on your file looks like, and you may have even built out some personas and journeys for them. But that’s only the beginning! Organizations have the power to deliver a truly supporter-centric program that relies on the combination of behavioral data and enhanced demographics rather than gut instinct, staff opinion, and stereotypes. This session will demonstrate how to not only better reach your known audiences but find the hidden markets that may hold the key to your future fundraising success.

Piece of cake, right? In this session we’ll talk about how we’ve used advanced analytics to deliver the right message to the right audiences in the right channel – resulting in higher donor retention, cheaper acquisition, and excellent return on investment.

Session Type

60 minute session

Learning Outcomes

  • Understand how to look beyond simplified demographic personas to find hidden audiences in your supporter file.
  • Deploy data-driven strategies for learning more about your supporters.
  • Build deeper relationships with your donors by understanding their behavior.

Target Audience

Marketing/communications staff looking for more sophisticated ways to segment their list/reach new audiences - without relying on outdated stereotypes.


March 23, 2021


9:45am – 10:45am