Discussion: Segmentation That Works: Leveraging Persona Insights for Better Campaigns

Ray Borkman
Ray Borkman Blackbaud Employee
Sixth Anniversary Kudos 4 Name Dropper Participant
edited January 5 in ResearchPoint™ General Discussions

Hello all!

Here are the details for one of our upcoming webinars:

I invite you to ask questions that you'd like answered here or in the webinar; as well as to share any experiences you have relevant to the subject! I'll be inviting the speakers to join us here in the discussion both leading up to the webinar as well as for a post-webinar Q/A.

Segmentation That Works: Leveraging Persona Insights for Better Campaigns

January 22, 1:00 PM — 2:00 PM EST (Register Here)

Join Marleen Lucas for an exclusive look at the newly updated “Supporters in Sight” report, revealing how persona-driven segmentation is transforming nonprofit direct marketing and fundraising. Discover the latest research on donor motivations, channel preferences, and the impact of AI on engagement strategies.

In this session, Marleen will highlight key findings from the report, including:

  • How data-driven personas help nonprofits tailor campaigns for deeper engagement and higher ROI
  • The evolving landscape of direct marketing, with insights on omnichannel orchestration and donor retention
  • The rise of Gen Z as a philanthropic force, and strategies to cultivate their support
  • The role of AI and predictive analytics in scaling personalization, segmentation, and campaign automation

Attendees will learn practical steps for building and leveraging donor personas, integrating AI-powered tools, and optimizing outreach across channels. Whether you’re a fundraising leader, marketer, or data strategist, this webinar will equip you to drive impact in 2026 and beyond.

Key Takeaways:

  • Fundamentals of donor persona segmentation
  • Opportunities for synergy with emerging AI capabilities
  • Real-world examples of omnichannel fundraising success
  • Actionable tips for using AI to personalize donor journeys and boost retention

Answers

  • Marleen Lucas
    Marleen Lucas Blackbaud Employee
    Sixth Anniversary Name Dropper Facilitator 1 Kudos 1

    Thanks @Ray Borkman! I can say that before my Blackbaud days, back when I was a fundraiser myself, I would have LOVED to have all this insight and not just have to rely on "last gift date & amount" to find prospects, as I always had to do. And with the evolving technology it is exciting to see how you can easily weave these types of insights into what you are already doing, so its not so overwhelming. Hopefully our session will give folks some great ideas!

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