From Data to Design – A practical application of how market research can help drive your organization’s creative proces

Speaker: Nathan Stelter Vice President of Business Development of Stelter This presentation will provide a multi-dimensional view from the latest 2016 U.S. Healthy Aging Database® study on elements of healthy aging and how market adjacencies may impact the how, when and why of 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. We will show “before and after” examples of print and digital materials. Learning Objectives 1 - Participants will view donor preferences on charitable giving to local, national and global organizations and how those preferences can be applied to any organization’s marketing communications materials. 2 - Participants will learn by nonprofit sector, which communications channel(s) best match up with donors’ preferences on where they would first like to learn about an organization. 3 - Participants will see how much trust donors currently place in nonprofits by sector. We will show how organizations can improve these scores by applying some simple, data driven changes to their print and digital marketing communications materials