Session Description: Data To Design – Using Research To Drive The Creative Process

This presentation provides a multi-dimensional view of the new 2016 U.S. Healthy Aging Database study and how its findings may impact charitable giving marketing communications. We’ll look at how donors prefer to learn about organizations and the vehicles best suited to communicate by nonprofit sector. In the presentation we’ll also provide data from the study that will drive strategic direction and demonstrate how some simple changes that any organization can make to their marketing communications materials can improve the chance of resonating with donors. The presentation will show real examples of how data was applied in the creation of print, digital and social media planned giving marketing materials.

CFRE: Approved for 1 point
CAP: Approved for 1 PACE credit