Knowing the process donors take when researching your organization can help you to create content that inspires them to act. Eric Morgenstern, CEO 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 Eric Morgenstern founded Morningstar Communications in 1997 to help businesses, organizations and not-for-profits Clarify their message, Connect with the people who matter most, and Change attitudes and behaviors. He currently serves on the board of Turn the Page Kansas City and the advisory board for the Masters in Integrated Marketing Communications degree at KU Edwards. Eric and his team led the process to rebrand our organization from the Council on Philanthropy to Nonprofit Connect.
A program of the Marketing Matters series.
Thank you to our Program Series sponsor: