baltimore Buildings
baltimore Buildings
baltimore Buildings
20NTC Session

Beyond Personas: Data-driven Audience Insights and How to Use Them


You probably know what a “typical” donor on your file looks like. But your supporters are anything but typical – they are the force behind your ability to change the world!  Summarizing your donor file with one or a few personas can leave you blind to who your potential donors could be and leave dollars on the table. Your supporters are constantly telling you who they are, what they care about, and how they want to hear from you. It’s your job to take all of that information and turn it into a constituent-focused, streamlined, digital marketing program.

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.

Learning Outcomes

  • Understand why you should look beyond 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 speaking to their identity.

Target Audience

Marketing and communications staff looking for more sophisticated ways to segment their list and reach new audiences.


DataDigital AdsResearchStrategy


March 26, 2020


10:30am – 11:45am