You already know it’s a best practice to segment and tailor your organization’s digital communications to maximize donations and encourage fundraising on behalf of your cause, but do you know the proven techniques that help motivate your online audience to take action for you? In this session, we’ll demonstrate how you can create powerful content for targeted demographics, unleashed at the best times, with the right call-to-action! We’ll dive into what we know about your Canadian online supporters and donors, giving you the big benchmarking intel you need to help them take action for you online. These lessons will be brought to life through a dynamic case study from Kids Help Phone. You’ll leave with real-world tactics you can apply to your online campaigns immediately.

Learning Outcomes:

  • How to identify the audiences that are likely to take action for you online
  • How your supporters are motivated by their role, stage, and channel in a campaign
  • How to take what we know about online donor behaviour and use it to dramatically improve your conversion rates

Claire Kerr

Director of Digital Philanthropy


Claire Kerr is a not-for-profit veteran who has worked for organizations in the economic development, education, and health sectors. As Director of Digital Philanthropy at FrontStream, Claire works with charities as they fundraise through web, social & mobile channels. She provides strategic, benchmarking analytics and donor demographics for fundraisers on topics like Facebook fundraising, Giving Tuesday & mobile giving. Claire teaches “Social Media Community Management” and “Digital Strategies: Online, social & mobile fundraising” at George Brown College in Toronto. Follow her on Twitter at @snotforprofit.

Jenny Yuen

Associate Vice President, Regions and Events

Kids Help Phone

Jenny Yuen is Associate Vice President, Associate Vice President, Regions and Events at Kids Help Phone.