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Webinar - Demystifying Donor Research

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The do’s and do not’s of conducting and commissioning donor research in fundraising

About this Event

Donor research is something that every non-profit should consider. To develop the best acquisitions and design the best donor journeys you need to know what your donors like or dislike about you, what motivates their support, and how supporting you makes your donors feel. Armed with this knowledge, you can make sure that you permeate your fundraising touch points with language and content that sustainably encourages giving and makes your donors feel great.

But whether you are completing your own research into your donors or commissioning someone else, it can be a daunting task. Where do you start, what questions should you be asking, how can you use the information, how can you tell if the research you’ve commissioned is the best possible?

This webinar will provide an introduction to completing and commissioning high quality and useful donor research that you can use to improve donor acquisition and retention. We’ll show you how different types of research can answer different kinds of questions, when to use different methods, explain how you can create a reliable and valid survey and use the knowledge in your fundraising, and help you spot good and bad research.

By the end of this webinar, participants will be able to:

1) Explain the difference between the most common qualitative and quantitative research methods

2) Understand when to use either qualitative or quantitative research methods to best answer different fundraising questions

3) Understand what makes good interview and focus group research

4) Explain how to design a valid and reliable survey of your donors and understand best practice (e.g., sample size, forced response, randomisation)

The session will be led by Dr Kathryn Carpenter. Kathryn completed her research PhD in cognitive neuroscience and has since been working as a researcher in the non-profit sector for the past 4 years.

Difficulty Level 1: This webinar is an introduction to using research methods in the fundraising profession. Participants do not need to have completed or know about research to understand the content, nor is an understanding of numbers a necessity. Although, an understanding of calculating a mean average will be useful.

The lecture will be approximately 60 minutes in duration, plus up to 15 minutes of questions and answers.

You will receive a recording of the webinar afterwards which you will have access to for 30 days.

Other webinars in this series:

Webinar: How to Say Thank You?

Webinar: Building Donor Loyalty: Lessons from Research

Webinar: Introduction to Philanthropic Psychology

Webinar: Relationship Fundraising

Webinar: Christian Faith and Fundraising

Webinar: Legacies and Bequests

Webinar: Demystifying Donor Research

Please see our Eventbrite profile to book the other webinars in this series or to see our other training and development opportunities, including residential masterclasses and online certificate qualifications: http://philanthropy-institute.eventbrite.com/

If you have any questions about this webinar, or any of our other training, please email emma@philanthropy-institute.org.uk, or call +44 (0) 1752 545706.

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