Domo

Hey all, I'm digging into KERA's Passport data for our annual planning and was wondering if we have access to any audience demographics for Passport on Domo? We're trying to get more intentional about target audiences, so any information would be welcome.

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Cody Newill
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Hi Cody,

Good question. Unfortunately we do not have any demographic Passport data in Domo - this is due to strict data privacy regulations. However, this summer we will be launching some new predictive dashboards that will have some segments for membership data. 

Best,

Dylan 

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Dylan Rose
Director, Data Distribution / PBS Business Intelligence
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Oh cool, can't wait to see the predictive dashboards. Thanks, Dylan!

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Cody Newill
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Original Message:
Sent: 07-02-2026 09:24 AM
From: Dylan Rose
Subject: Audience demographics for Passport

Hi Cody,

Good question. Unfortunately we do not have any demographic Passport data in Domo - this is due to strict data privacy regulations. However, this summer we will be launching some new predictive dashboards that will have some segments for membership data. 

Best,

Dylan 

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Dylan Rose
Director, Data Distribution / PBS Business Intelligence
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Agree with Dylan - the way to get any demographic info for Passport folks is to connect the VPPA (Passport) data to your donor CRM. Any Passport user needs to have a membership, right?

In practice, I've typically been able to match about 97% or so of our VPPA file back to their respective donor record in our CRM, using email as the field on which to join the two data sources (though I'm sure you could also use membership ID; either way you'll likely have some duplicates). That said, our CRM is pretty lacking in demographic info; we have ages for a good chunk of donors, but other info such as gender is less available.

Good luck!

- Natalie

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Natalie Benoy
Data Scientist/Analyst
PBS Utah
801-581-3065
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One other resource I wanted to share is the latest MRI Simmons Passport profile. There is some generalized demographic info in this report that may be useful. See the attached. 

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Dylan Rose
Director, Data Distribution / PBS Business Intelligence
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Original Message:
Sent: 07-02-2026 07:02 PM
From: Natalie Benoy
Subject: Audience demographics for Passport

Agree with Dylan - the way to get any demographic info for Passport folks is to connect the VPPA (Passport) data to your donor CRM. Any Passport user needs to have a membership, right?

In practice, I've typically been able to match about 97% or so of our VPPA file back to their respective donor record in our CRM, using email as the field on which to join the two data sources (though I'm sure you could also use membership ID; either way you'll likely have some duplicates). That said, our CRM is pretty lacking in demographic info; we have ages for a good chunk of donors, but other info such as gender is less available.

Good luck!

- Natalie

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Natalie Benoy
Data Scientist/Analyst
PBS Utah
801-581-3065
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