How to build personas and improve donor journeys

Since COVID, the number of people giving to charity has remained the same, but the amount raised has increased (CAF 2020 Giving Report). This suggests that traditional giving methods that handle low value cash have been replaced by optimised online models, producing average gifts ranging from £45 all the way to £120 for some orgs (iRaiser 2021 Benchmark). So, what has brought this traditional giving audience online? This workshop will break down the different charity fundraising silos and help digital fundraisers better understands what influences the donations they receive. You will learn methods on how to visualise how their overall activity contributes to your online fundraising. This will help you to plan to raise money more effectively.  

Learning Outcomes 

• Understand the broader digital channels and the interdependencies in organisations
• The ability to create an online persona
• Gain skills in Branding, Attribution, Performance, Marketing, Online Fundraising, Conversion Optimisation 

Who is this session for? 

• Micro (income <£10K) – Supermajor (income >£100M) sized charities
• Professionals who want to improve their online fundraising methods