Webinar: Creating and Using Donor Personas for Online Fundraising

Wednesday, January 22, 2020: 12:00 - 1:00pm Central

Cost: Free!

About this webinar:

Your donor base is far from uniform. Each supporter comes to you with a unique set of motivations, priorities, and interests. So why would you use a one-size-fits-all approach to online fundraising?

In this webinar, we’ll explain how to create and use donor personas to tailor your digital engagement strategies and personalize your fundraising communications.

The first half of the session will introduce personas and lay out a framework for creating both proto-personas and research-based personas. We’ll walk you through the process, using a fictional example to illustrate each step. The second half will focus on how to use personas in your online fundraising efforts, exploring how to segment communications and develop persona-specific content and appeals.


  • Anthony Balas, Associate Consultant, Communications, Campbell & Company
  • Molly Saks, Senior Marketing Associate, Campbell & Company

Intended audience: This webinar is designed for nonprofit fundraisers with beginner to intermediate knowledge of online fundraising.

CFRE: Full participation in the above webinar is applicable for up to 1 CFRE continuing education point in category 1.B - Education of the CFRE International application for initial certification and/or recertification.

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