What to expect

Propensity scores are one of the most powerful tools available to fundraisers, but only when you understand what's driving them. Without that transparency, it's hard to know whether to trust the score, let alone how to use it to make better decisions.

In this webinar, Karen and Megan from More Strategic walk you through how propensity scoring really works and how to turn it from a number in your database into a practical tool that shapes your targeting, your messaging, and your results.

You’ll learn how to:

• Understand how lookalike modelling works and why transparency in the methodology matters for long-term performance
• Identify which supporters your score is surfacing and why they might not be the ones your current selection approach is finding
• Move from a score to a strategy, using propensity bands to prioritise outreach and inform campaign decisions
• Apply scoring across your broader program, from Gifts in Wills and Regular Giving to Mid-Value and Reactivation
• Use score insights to keep improving over time, not just run it once and move on

We'll also share a charity case study that brings the methodology to life and shows what's possible when a score is built, understood, and activated well.

You'll leave knowing exactly what good propensity scoring looks like in practice and what to look for when evaluating whether it's the right fit for your organisation.

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