Data-Driven Fundraising


Coming Soon


Event Type

Nonprofit University

Registration Details

Members: $95
Non-Members: $120


In this era of big data, nonprofits are struggling to understand how to use an abundance of information from multiple sources to improve fundraising results. Focusing on key metrics, this course will cover data segmentation, setting key performance indicators, and how to use data to maximize the giving potential of donors and prospects. With 20 years of experience in the field, course facilitator Brenda Johnson (past Director of Philanthropy for the ACLU of Georgia) will guide you through the intersections between data and fundraising through practical insights and interactive exercises.

Key Concepts

  • Fundraising Data: Top 5 fundraising metrics
  • Data segmentation: Why segmentation is critical and how to select and manage donor segments
  • Beyond RFV (regency, frequency, value): Adding demographics that matter
  • Key Performance Indicators: What are they and how to create them
  • Using data to move donor segments through the fundraising life cycle
  • Using data to motivate fundraising staff performance
  • Fundraising pitfalls: Using data to create false assumptions

Learning Objectives

By the end of this course, you will be able to…

  • Use data to identify optimal donor prospects and build stronger donor relationships.
  • Design solicitations to increase responses and create higher contribution levels.
  • Measure and report fundraising return on investment.


This is an intermediate-level course. Participants should have at least 1 year of experience with one or more of donor prospecting, campaign design/management, making asks, or donor-management systems.

Registration Note

Due to a system update, you may encounter a pop-up blocker while registering for upcoming programs. To be sure your registration processes correctly, please be sure your browser allows pop-ups for the GCN Portal. Click here for instructions.

Coming soon!


brenda johnson headshot 6-2023
Brenda Johnson

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