Our Supporters' World

Campaigns | Supporter Experience | Individual Giving

Understanding donor identities: How to find them and how to use them

Wednesday 08/07 | 09:00 - 09:00 | Online

Research from the Institute for Sustainable Philanthropy has shown that if organisations can reflect the identity most important to donors in fundraising communications, they can double response rates to campaigns and dramatically increase supporter well-being. But how do we know which identities are important to donors? Do we know whether people have a different, separate identity linked with our organisation? If so, which identity do we use and when? This presentation will answer these questions using results from two research projects and showcase the lifts that a focus on identity can achieve.

Jen Shang

Co-Director at Institute of Sustainable Philanthropy

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