This resource is a write-up of our webinar with Salesforce held in November 2023, designed to help fundraisers understand how up-to-date audience insight can drive more innovative, relevant, and effective fundraising. It explores why regularly refreshing your knowledge of supporter motivations and behaviours is essential for shaping stronger products, improving engagement, and building long-term supporter relationships in a fast-changing attention economy.
Attendees from charities and partners discussed how charities need to keep up to date with understanding their audiences, and how audience insight should shape the products and communications offered.
Rob Cope, Executive Director of Membership and Operations at the Chartered Institute of Fundraising emphasised the need for innovative fundraising tactics and success stories that demonstrate real impact.
Dan Field, Head of Innovation at the World Wildlife Fund (WWF), said:
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