Tailoring your donor communications with persuasive messaging

People are motivated to donate to nonprofit missions for different reasons so the same messages won’t resonate for everyone. Audience profiles and persuasive messaging help make a more strategic and compelling case to your audiences and inspire them to take specific actions, such as donating or signing up. In this session, we’ll discuss how you can develop audience profiles, create ladders of engagement (aka donor journeys), and develop and apply persuasive messaging in your appeals and updates. We’ll review specific examples, including a case study from The Humane League, a leader in the movement to end the abuse of animals raised for food.

You’ll learn:

• What audience profiles are and what research to conduct
• Overview of a ladder of engagement and persuasive messaging framework
• How to apply persuasive messaging to attract and retain donors