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Holly Wagg, CFREGood Works
Philanthropic
Counsel &
Chief Digital
Architect
www.goodworksco.ca
blog.goodworksco.ca
1) Understand how a
donor-centred website
is constructed
2) Identify the two main
audiences for your
legacy website and
how to craft the
information they’re
looking for
"Fictional character that
communicates the
primary characteristics
of a group of users,
identified and selected
as a key target through
use of segmentation
data."
Sarah is a mother to two young children who juggles the demands of her career and
family life, and has time for little else.
She’s always cared about the environment. She believes that it’s her mission to create
a better world for her children, and that creating that world exists in each and every
interaction she has. She doesn’t want her children to grow up in a world that is
destroyed by global warming.
Jane bikes to work, and she and her husband only own one vehicle – a Toyota
Highlander hybrid. She’s an avid reader of blogs that share how to raise
environmentally conscious children and she loves tips to make her household greener.
She makes all of the purchasing decisions, as well as the donation decisions for her
household.
• Middle-age
• Urban
• Active leisure lifestyle and fitness
minded
• Progressive values
• Digitally savvy
• Environmentally conscious
Jacqueline never married and never had any children. She’s always been community
minded. On Sunday’s she sings in the church choir, she goes door-to-door canvassing
for the local trails association each spring, and she makes sure that her elderly
neighbours have the transportation they need to get to their healthcare appointments.
Jacqueline always grew her own food, and now the once homesteader is a leader in
the urban farming movement. She raises backyard chickens, and coordinates the
annual seedy Saturday event. She advocated to city council to support the local
community garden.
Jacqueline cares about the environment and her community. She believes it’s
important to give back, and when she leaves the earth, she wants ensure that the good
she’s started can continue. That’s why she’s left a gift in her will to her three favourite
charities.
• Senior• Urban• Community-minded• Progressive values• Environmentally conscious,
particularly around food and non-GMO
• Senior• Urban• Community-minded• Progressive values• Environmentally conscious,
particularly around food and non-GMO
1) I have family to take
care of
2) I’m not rich and this is
something rich people
do
• PDF with
sample
codicil
language
• Legacy
brochure
or
package
1)Legal name
2)Charitable number
BONUS: Real
person contact info
*The Next Generation of Canadian Giving
