Director, Communications & Digital Fundraising BRAC USA
You expend a lot of time and resources communicating with donors, but how can you be sure those communications are truly resonating and maximizing giving potential?
Join us as we walk through our experience with collaboration, from the research phase to the creation of donor profiles to the application of those profiles in communications and fundraising strategy. We’ll show you how Big Duck uses qualitative and quantitative data analysis to create donor profiles and how pieces of that process (surveys, interviews, focus groups) can be opportunities for cultivation.
You’ll also see how BRAC USA uses donor profiles to communicate within the larger international organization, helping colleagues on the ground identify relevant stories and create content that inspires U.S. audiences.
You’ll leave understanding how audience profiles can provide a strategic foundation for donor communications while considering how to build equity into audience research and creative decisions.
Learning Objectives:
Adopt tactics to strengthen your understanding of donor motivations and values to create more meaningful donor experiences and find new supporters
Prepare your own audience research plan that incorporates inclusion, diversity, equity, and accessibility (IDEA) principles
Apply profiles and ladders of engagement when making communications decisions for donor audiences
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