Shana Masterson

Shana Masterson

Shana Masterson has been a fundraiser since 2001. In 2014, she joined Blackbaud as a strategic consultant. Her unique skill set as both a peer-to-peer fundraiser and a technologist allows her to focus on maximizing peer to peer campaign revenue in relatable and innovative ways.

Prior to joining Blackbaud, Shana led the American Diabetes Association’s online peer-to-peer fundraising and communication strategy. She also smashed peer-to-peer fundraising goals during her time with the National Brain Tumor Society, the American Cancer Society and the Muscular Dystrophy Association.

An inspiring and passionate leader, Shana has twice been a keynote speaker at the P2P Professional Forum Conference and presents frequently at other regional and national nonprofit events.

Shana is co-author of the annual P2P Fundraising Study, is a frequent blogger and has created numerous white papers on the art and science of peer-to-peer fundraising. Shana is based in Rhode Island where she lives with her husband and two sons.

Going Virtual Is Not Enough

In-person peer-to-peer events inarguably were the type of peer-to-peer campaign most affected by the coronavirus pandemic.

Reaching Peer-to-Peer Supporters Through Data-Driven Personas

To encounter the donors who are likely to participate in peer-to-peer activities, we need to look to personas. These are not your run-of-the-mill personas many of us have used in past communications efforts. These personas are derived from complex statistical models and go well beyond the marketing personas.