Knowing the process donors take when researching your organization can help you to create content that inspires them to act. Sheri Johnson, president of Morningstar Communications, explains the new donor’s journey and how to use it to inform content creation for your nonprofit’s brand, ultimately helping your story resonate at every stage.
During this session you will:
- Explore the donor’s research process, identifying recent trends and focus on how to tell your organization’s brand story to meet your audience’s changing needs.
- Learn to customize content through each stage of the donor’s journey: awareness, familiarity, consideration, purchase and trust.
- Review brands that successfully build trust using the new donor’s journey.
Presenter Sheri Johnson has delivered and implemented strategic marketing programs in the nonprofit, consumer and B2B arenas for more than 20 years. She is dedicated to the nonprofit sector, serving on the boards of Nonprofit Connect, Alphapointe and Ronald McDonald House.
A program of the Marketing Matters series.
Thank you to our Program Series sponsor: