San Francisco State took a new approach to donor research by using a model for framing and categorizing the attitudes, motivations and giving behaviors of more than 2,000 alumni. It then successfully used the research data to classify its alumni, inform its existing segmentation strategies and tailor communications to each segment.
This webinar includes a high-level review of San Francisco State's study, which revealed three distinct donor types (Champions, Friends and Acquaintances), and provides an in-depth look at the attributes of each group.
During this webinar, participants will:
This multimedia file is a recording of a webinar that took place Feb. 9, 2012.
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Cal State Monterey Bay
Chief Visionary Officer
Format: Multimedia file
Length: 90 minutes