21NTC Session



OUR job as a fundraiser is not only to love our beneficiaries and connect our donors’ hearts to these beneficiaries, but also to LOVE OUR DONORS. We also know that many companies build their brands by bridging the gaps inside the hearts and minds of consumers through emotional connections.

To love our donors, we need to give them what they need from their support, and to do this, we need to know who our donors are. What are the important identities that they are expressing through their giving? How can we know more about them?

Join this HIGH ENERY panel including philanthropic psychologist Jen Shang, Shoni Field of the BC SPCA and, Michael Moore of Blackbaud!

Learn about original research which shows how revealing donor identities can increase their giving from between 20 – 140% over consecutive asks. See how Shana put these ideas into action for SPCA.

Session Type

60 minute session

Learning Outcomes

  • Better love your donors by uncovering their most important identities using the data they give you.
  • Build supporter loyalty by helping donors restore their sense of wellbeing and understand the impact on their well-being and giving
  • Use data to design donor journeys from acquisition to major giving through identity transformation

Target Audience

Fundraisers and digital marketers interested in increasing donor engagement through identity transformation


Case StudyDataDonor RetentionEngagement


Jen Shang


Institute for Sustainable Philanthropy

Professor Jen Shang is the world’s first PhD in Philanthropy. She is also the world’s only philanthropic psychologist. Her research has been covered in the New York Times, BBC, The Guardian, the Chronicle of Philanthropy, Advancing Philanthropy and the Nonprofit Times.

Jen and Prof. Adrian Sargeant co-founded the Institute for Sustainable Philanthropy. The Institute exists to grow personally meaningful philanthropy around the world. They do that by using science to create more memorable giving experiences that genuinely contribute to the wellbeing of supporters. And by using the latest experimental science to grow the human capacity to love.

Shoni Field

Chief Development Officer


Shoni Field is a strategist who loves that fundraising is the perfect mix of data and feelings. As Chief Development Officer at the British Columbia Society for the Prevention of Cruelty to Animals she runs a full-spectrum fundraising program that regularly exceeds industry benchmarks. Shoni has been fundraising for more than 24 years for causes including environmental, youth, health and international development. When not fundraising she’s passionate about voting reform, community engagement and baking fancy cakes.

Michael Moore

Vice President, Diversity & Inclusion Officer

Blackbaud, Inc.



March 25, 2021


8:30am – 9:30am