Nonprofits are challenged with identifying audiences and understanding motivations. Finding ways to start a conversation, collect contact information, and encourage joining/giving is critical. Using data to uncover trends and point to opportunities is only the beginning. Determining action is the next crucial step. Data collection and analysis is making marketing more effective and allowing gardens to better tailor messaging to reach new and existing audiences. This session will explore trends and best practices in data capture, engagement, and personalization. Emphasis will be placed on real world scenarios that include lookalike audience targeting, loyalty programs, and multi-channel marketing strategies to reach and engage audiences.