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


Allyson Goldsmith

Senior Associate, Digital Content


Allyson is the Senior Associate, Digital Content for USA for UNHCR, where she manages the digital advertising program to drive fundraising, lead generation and engagement across all digital channels.

Allyson has worked in digital communications since 2012 for a variety of nonprofits including the World Food Program USA, National Organization for Women (NOW), and the United Nations Foundation where she managed their digital fundraising and communications programs. Allyson also worked for M+R, where she focused on email production and analytics for multiple nonprofits.

Michael Lott

Director of Advertising Technology and Analytics


Michael Lott, Director of Advertising Technology and Analytics, leads strategy for groups like Planned Parenthood and USA for UNHCR build digital advertising programs from the ground up, grow, innovate, and acquire and retain new supporters. Heading up the Research & Innovation team for Advertising, he has helped clients pilot strategies like cluster analysis for Hidden Markets, multivariate dynamic creative optimization, and DR-optimized upper funnel campaigns. He was also responsible for the design and implementation of Scout Ads, M+R’s next-generation ads reporting system. In addition to advertising, Michael has worked with nonprofits to integrate strategy across digital and offline channels, and helped lead a working group developing and evaluating online-offline multichannel strategies.





March 26, 2020


10:30am – 11:45am



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