One of the attributes returned with Advanced Direct Marketing Analytics and the Post Merge Direct Marketing Add On is a Donor Persona. This article shares details about the different Donor Personas.
The Donor Personas are a cluster segmentation of demographic and philanthropic information. They focus on the how, how much, and the type(s) of organizations a household prefers to give to. The Donor Personas segmentation are World Changers, Movers + Shakers, Busy Bees, Happy-Go-Luckies, Easy Goers, Solid Citizens, Everyday People and a description of each can be found in the attached slide deck.