Donor Segmentation: What NeuroScience Reveals
Update: 2025-09-17
Description
Your most heart-wrenching fundraising appeal just flopped. But before you blame donor fatigue or economic uncertainty, consider this: neuroscience reveals that donors' brains process giving decisions in fundamentally different ways. Some donors need to feel your beneficiaries' struggles, while others need to understand their perspective. Some respond to your big-picture vision, while others need concrete details about exactly how their donation helps.
In this episode, we dive into groundbreaking research showing how fMRI brain scans are revolutionizing donor segmentation. Forget demographics- age and income tell you almost nothing about why someone gives. Instead, we explore how to identify science-backed donor segments and most importantly, how to craft messages that resonate with each type. You'll learn a practical, step by step testing framework to discover your donors' true motivational triggers and dramatically improve your response rates, retention, and average gift size.
In this episode, we dive into groundbreaking research showing how fMRI brain scans are revolutionizing donor segmentation. Forget demographics- age and income tell you almost nothing about why someone gives. Instead, we explore how to identify science-backed donor segments and most importantly, how to craft messages that resonate with each type. You'll learn a practical, step by step testing framework to discover your donors' true motivational triggers and dramatically improve your response rates, retention, and average gift size.
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