The Many-Faced God Has Many Names: Creating Prospect Personas for an Analytic Affinity Model

Track: Relationship Management

Session Number: 2079
Date: Fri, Aug 2nd, 2019
Time: 1:30 PM - 2:30 PM
Room: Grand Sonoran A-B

Description:

In this session Jessica and Rachel will discuss how they leveraged an analytic affinity score to develop 8 donor personas and worked with the fundraising team to develop specific strategies around qualifying each of these persona types. There will be examples and templates that users can take back to their shops.
Session Type: Breakout Session (60min)

Primary Competency: RM:Competency 6: Prospect Strategy
Secondary Competency: RM:Competency 15: General Fundraising
Tertiary Competency: RM:Competency 8: Pipeline Management
Intended Audience Level: Level I, Level II
Recommended Prerequisites: Anyone can benefit from this session
Learning Objective #1: Attendees will leave with a clear understanding of how to begin to segment their donor base by persona, and how to develop strategies around these personas.
Learning Objective #2: Attendees will learn how to bridge the gap between development and analytics staff.
Shop Size: All Shop Sizes
Session Type: Breakout Session (60min)

Primary Competency: RM:Competency 6: Prospect Strategy
Secondary Competency: RM:Competency 15: General Fundraising
Tertiary Competency: RM:Competency 8: Pipeline Management
Intended Audience Level: Level I, Level II
Recommended Prerequisites: Anyone can benefit from this session
Learning Objective #1: Attendees will leave with a clear understanding of how to begin to segment their donor base by persona, and how to develop strategies around these personas.
Learning Objective #2: Attendees will learn how to bridge the gap between development and analytics staff.
Shop Size: All Shop Sizes