Donor Segments

Donor Identities Are Not Personas. Donor Personas Are Not Identities.
August 29, 2019 at 11:09 am

In talking about donor identities, marketers will often say they’ve tried personas, and they haven’t worked like the marketer thought they would. Therefore, they aren’t going to invest more in seeking donor identities. Donor identities and personas are fundamentally different.

The Nonprofit Chatter Ep 11: Mass-Market Fundraising
July 23, 2019 at 11:37 am

In this episode of the Nonprofit Chatter, Nhu Te and Taylor Shanklin are joined by Mikhaela Reid, marketing director at Doctors Without Borders, and Jennifer Bielat, EVP of client strategy at Pursuant, to chatter about trends and challenges in mass-market fundraising. 

When Qualified Caseload Donors Become Unqualified
July 22, 2019 at 12:24 pm

You’ve done everything right. You’ve accepted the major gift principle that not all donors, who meet a financial metric, want to relate to you. You’ve laboriously gone through a larger list of donors who meet your major gift criteria.

How Do You Manage Your Monthly Giving Program?
July 1, 2019 at 11:35 am

Good news! Monthly giving is one of the few groups of small donors that is (still) growing. Not surprisingly, because organizations have started focusing on it over the past few years...

The Nonprofit Chatter Ep 10: The Vanguards of Social Change
June 12, 2019 at 12:08 pm

In this episode of the Nonprofit Chatter, Nhu Te and Taylor Shanklin are joined by Mary Noel, director of business development at, and David Sacchetti, director of client strategy at Pursuant, to discuss why the younger generation should not be overlooked...

Don’t Write the Older Donors Off
May 13, 2019 at 12:52 pm

There is something about social media and online communications that twists many people’s heads around to conclude that the up-and-coming Millennial cohort is where the money is. Couple this conclusion with a “direct mail is dead” view, and you have a deadly combination...

Maximize Nonprofit Galas With Audience Development
October 2, 2018 at 10:06 am

As nonprofit organizations around the country are busy planning fall galas, it feels like a great time to share some insights about audience development. When my agency works with clients to plan events, we encourage them to be strategic in how they think about the various audiences that support a gala...

#NPPTrendingNow Ep 59: Pitfalls, Best Practices to Millennial Engagement
September 21, 2018 at 12:15 pm

Welcome back to #NPPTrendingNow, a weekly video series where NonProfit PRO Editor-in-Chief Nhu Te breaks down the top three coveted stories of the week. Here's what we've got going on for you this week: matching gift behavior, Millennial engagement and #GivingTuesday tips...

Taking Advantage of Generational Giving With Case Management Tools
August 7, 2018 at 11:11 am

As we’ve witnessed, giving patterns change. That’s because not only does our world continue to evolve and become more innovative, people change too. Generations come and go, but what we have come to realize is that each generation is different; the way they do things is different, the way they act is different and their…