Wednesday, July 8th, 2015
11:15 AM - 12:30 PM: Breakout 2
Do you hear what I hear? Listen To What Your Donors Are Saying About You
Is your messaging aligned with your donor's view and perception of your organization and cause? A monumentally important question to answer. Join us for this fascinating session as we show you how a major organization like the National Parkinson Foundation discovered through donor and prospective donor focus groups, online donor surveys and major donor in-depth interviews that its messaging was not aligned to donors' perceptions and desires. You'll see how in order to prepare for the future, the organization took on the monumental task of realigning its messaging. This session will walk you through the research process, the discoveries, the challenges of message realignment, the continued testing to understand the impact of the realignment, and the results that you too can achieve, including maximizing fundraising performance, understanding your current position in the marketplace, and enhancing your relationship with your donors..
Learning Outcome #1
By attending this session participants will learn: Learn how donor research can be used to understand your brand strengths and why donors give to your organization. And discover what happens when your messages don't align with donors' perceptions and desires.
Learning Outcome #2
By attending this session participants will learn: Understand the process of how to realign your organization's messaging.
Learning Outcome #3
By attending this session participants will learn: Gain knowledge on how to test new messages and strategies to ensure your new messaging now aligns with donor's priorities.